Campbell Soup Company, two-time winners of the Gold Plate Award, celebrated National Family Meals Month™ with its 2017 program Campbell’s Family Meals Partnerships: Helping Families Eat Together. As a food manufacturer, Campbell targeted its messaging not only to consumers and employees, but also to food retailers.
Campbell’s Global Nutrition team and Consumer Test Kitchens collaborated to promote National Family Meals Month to their internal audiences. Each week, the company posted one barrier, provided a recommendation on how to help consumers overcome the barrier, and supplied an easy, nutritious recipe that can help consumers eat more meals together. Campbell’s was successful in this approach - garnering 10,000 impressions from across the company. Learning the importance of family meals, one employee said, “This is great information. If not already shared externally, we should!”
To reach food retailers, Campbell sponsored an article post with the Retail Dietitians Business Alliance. The RDBA post suggested ways retailers can address barriers to family meals through a grocery delivery service, displays, and in-store education. Similar to its consumer-directed blog, Campbell suggested retailers make displays in-store that show customers how to keep a stocked pantry, fridge and freezer. This feature had a 21 percent open rate.
Their consumer-facing blog outlined common barriers to family meals and shared tips to combat these barriers, such as keeping a stocked pantry, fridge and freezer with ingredients like whole grains, cooking sauces, and beans to enable family meals without a trip to the drive-through. The blog had 15,000 web page views. In their newsletter, Campbell featured the National Family Meals Month logo prominently, informing consumers not only of the benefits of sharing mealtimes together, but also of the broader food retail industry campaign to help consumers achieve more family meals. The newsletter had a 16 percent open rate and a 4 percent click-through rate, well above the industry averages of 12 percent and 1-2 percent, respectively.
Congratulations to Campbell Soup Company on its Gold Plate Award winning National Family Meals Month campaign! Now is the perfect time to start planning for National Family Meals Month. There is no fee to participate. Go to www.FMIFamilyMeals.com for ideas on how you and your company can join the movement. Learn more about the Gold Plate Awards.