Club Design Strategy Lifts Sales
Condensed Soup sales were down in the club channel.
With a deep understanding of the club channel and member shopping behavior — I led a redesign effort, adjusted the package communication hierarchy, while utilizing all existing assets so there was no impact to the cost of the package.
I updated the recipe format to a social media strategy - giving the consumer multiple recipes and giving them a reason to buy multiple cans in a club pack.
Condensed soup sales increase from -6.3% to +6.5%, with a 1200% ROI
Costco Exclusive Brand Development
In partnership with Costco, I led the brand development and package design for Simply Campbell’s, a Costco exclusive brand.
In 2016 – Simply Campbell’s was tested in one region, 84 stores. With continuous year-after-year growth, in 2019 Simply Campbell’s went national and sold in 517 stores, kicking out the lead competition.
The soup category grew 42%, led by the Simply Campbell’s brand.
