Campbell’s is a producer of canned soups and related products and is facing intense competitive pressure in the Australian FMCG marketplace. This makes the landscape look more like a battlefield with every year that goes by. In this challenging context, companies like Campbell’s are looking into innovation to help them break out of the cycle of price reductions and declining margins.
What did we do?
For Campbell’s, we conducted a 3-week Consumer Consulting Board (also known as online research community) with 50 participants, in which we investigated the evolution of the Australian evening meal to answer questions such as:
- What does the evening meal look like these days?
- How did it get there?
- What does this mean for the next 5 to 10 years?
This in order to find inspiration and insights to ideate from, to come-up with new and innovative food solutions.
This research was a highly valuable source of inspiration and insights into the consumer world to help Campbell’s move forward and meet consumer needs. The study brought 3 new innovation routes to the table.