Campbell's Consumer Insights Prompt Web Site Overhaul
Just in time for the holidays, Campbell Soup Company announces a major overhaul of its CampbellsKitchen.com Web site. The enhanced site has been designed to help people expand their cooking repertoire beyond the casserole, while stretching their hard-earned food dollars. The new CampbellsKitchen.com Web site was developed by the Dallas-based design firm IMC2.
"Our team embarked on a quest to better meet the needs of family-focused cooks, which ultimately resulted in completely revamping our Web site," says Lisa Walker, vice president, Campbell's Condensed Soup, Broth and Campbell's Kitchen. "We talked to thousands of people and spent time in their homes across the country to learn what has changed in recent years regarding the way they put meals on the table. These insights drove the creation of the new CampbellsKitchen.com."
Campbell's Consumer Insights team uncovered a major shift in American eating habits. Families are demanding greater value from the dollars spent to create meals. As a result, more Americans are eating at home more frequently and meals are again an occasion to eat together and reconnect as a family. For the cook, the challenge becomes how to provide a variety of choices that the entire family will enjoy -- and doing so on a limited budget. For many, just the challenge of preparing a meal for a family is completely new -- as many of today's new home cooks have been raised on take-out meals and fast food and received little formal or informal training on how to cook.
"We're observing a fundamental change in how Americans approach the task of planning and preparing dinner for their families," says Charles Vila, vice president, Campbell's Consumer Insights. "The economic recession has re-focused consumers on making enjoyable meals at home for less money than it would cost to go out. Families all across America are now coming home to dinner and enjoying connecting around the dinner table. While the economic recession will pass over time, we believe these new behaviors will be long-lasting."
"Our team embarked on a quest to better meet the needs of family-focused cooks, which ultimately resulted in completely revamping our Web site," says Lisa Walker, vice president, Campbell's Condensed Soup, Broth and Campbell's Kitchen. "We talked to thousands of people and spent time in their homes across the country to learn what has changed in recent years regarding the way they put meals on the table. These insights drove the creation of the new CampbellsKitchen.com."
Campbell's Consumer Insights team uncovered a major shift in American eating habits. Families are demanding greater value from the dollars spent to create meals. As a result, more Americans are eating at home more frequently and meals are again an occasion to eat together and reconnect as a family. For the cook, the challenge becomes how to provide a variety of choices that the entire family will enjoy -- and doing so on a limited budget. For many, just the challenge of preparing a meal for a family is completely new -- as many of today's new home cooks have been raised on take-out meals and fast food and received little formal or informal training on how to cook.
"We're observing a fundamental change in how Americans approach the task of planning and preparing dinner for their families," says Charles Vila, vice president, Campbell's Consumer Insights. "The economic recession has re-focused consumers on making enjoyable meals at home for less money than it would cost to go out. Families all across America are now coming home to dinner and enjoying connecting around the dinner table. While the economic recession will pass over time, we believe these new behaviors will be long-lasting."