How Circus Street is helping Campbells' marketing teams upskill to meet a digital future

Founded in 1869, Campbell Soup Company is one of the most well-known brands in the world. One of the oldest companies in the United States, its products are sold in over 120 countries around the world and, thanks to Andy Warhol, the image of the Campbell Soup can is, arguably, one of the most recognizable images of the 20th century.

Named as the organisation with the best reputation of any U.S. company in 2018 by the Reputation Institute, the company was also recently been recognized as a top 100 corporate citizen by Corporate Responsibility Magazine for the 9th consecutive year.

Campbell Soup Company began working with Circus Street in 2017, with the aim of building a modern marketers taskforce. With Circus Street, Campbell’s implemented a digital training programme that would help create a more fluent digital language across their marketing teams, giving their talent the knowledge and confidence to create more digital connections with their customers and accelerate Campbell’s presence on digital platforms.

For Campbell’s training is much more than a compliance ‘checkbox’ exercise, as Matt Pritchard, VP of Digital Marketing, notes. “People capability [is] one of the cornerstones of business success - but that’s not easy to achieve”, says Pritchard. “With Circus Street we’ve found a partner who has tailored a product to our audience. We’ve developed tools that are critical to their needs and critically we’ve been able to map our skill gaps to make sure we focus our team on what is important to them.”

“It’s helping us to become a much better modern marketing organisation. The partnership with Circus Street is a great one”, says Samuel Monnie, Director of Marketing Capability. “The one guarantee in doing what we do is change. And this training is helping us to move faster into the change, but also there’s now a ‘parachute’ there, there’s some resources there, there’s a toolkit there. Our learners are doing this all together and that allows us to all learn together, to share ideas and to reconnect.”

“One of the challenges facing most corporations is how do you ensure that your talent base understands the digital arena”, notes Pritchard, on the importance of upskilling their staff to meet the challenges that digital brings. “Circus Street’s ability to listen, respond and partner with us to deliver this training is second to none.”