Collaborative Leadership: A Case Study of Campbell's Omnichannel Success

BRAVE COMMERCE Live which took place in NYC in May 2024 brought together hundreds of brand leaders to discuss the biggest challenges and opportunities facing the commerce industry and how they could work together to drive growth.

Janda Lukin, Chief Marketing Officer at Campbell’s Snacks and Mike Pierson, Chief Customer Officer at Campbell’s Snacks joined BRAVE COMMERCE host Sarah Hofstetter on stage for a conversation about collaboration in the c-suite that drives omnichannel success. They look at this collaboration specifically in light of the recent launch of Campbell’s Snacks’ Goldfish Crisps product.

Discover how the iconic Goldfish cracker brand expanded its appeal beyond kids to become a beloved all-family snack. From strategic pivots based on insights to cross-functional partnership  between sales and marketing, this conversation delves into the keys to a successful launch. You'll hear about the importance of partnership, alignment on KPIs, and the creative solutions that brought this product to life, including how they overcame challenges in retail and leveraged consumer insights for explosive growth.

Listen to this episode and/or find the video of this session here. 

Key Takeaways:

• Insight-Driven Innovation: Goldfish capitalized on the insight that nearly 50% of its consumption came from adults, leading to a strategic pivot to expand its audience beyond children.
• Cross-Functional Collaboration: The success of the Goldfish Crisps launch was fueled by seamless teamwork between sales and marketing, united by common goals and transparent communication.
• Retail Strategy & Execution: A well-coordinated approach with retail partners, combining in-store displays and digital shelf optimization, was crucial in making the launch one of the brand's most successful to date.

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