Tuesday, April 2, 2013

Campbell’s CEO Shares Innovation Recipe, Part 2

Campbell CEO Denise Morrison
Soup Still Ain’t Simple

By Marc Dresner, IIR

Two weeks back, we posted an episode of FEI’s podcast interview series, Forward Focus, featuring Denise Morrison, CEO of the Campbell Soup Company.

The blog that accompanied the podcast included a photo of my nephew enjoying one of his favorite treats: a bowl of Campbell’s chicken noodle soup.

While I would like to attribute the popularity of that blog post to the kid—he’s got undeniable charisma—I know this not to be the case.

And so Ms. Morrison was kind enough to answer a few more questions via email about putting innovation strategy to work at one of the all-time greatest heritage brands.

"We’ve recently made open innovation a priority at Campbell because we see the value in leveraging the experiences of others," Morrison told Forward Focus.

"We are working to define Campbell for a new generation of consumers," she added.   

It really is a tightrope walk, as I said last time, to innovate when you’re an icon. Morrison calls it “thinking outside the can”—both figuratively and literally.

We’ve included the original Q&A and tacked on a few extras courtesy of Ms. Morrison for your consideration. Enjoy!

And thank you, Denise.

Now if y’all will excuse me, I have a pouch of Campbell’s Coconut Curry with Chicken & Shiitake Mushrooms in the microwave in need of my attention…



Ps. Denise Morrison will be delivering a keynote titled “Permission to Think Outside the Can: The Leader as Curator of the Innovation Culture” at the 11th annual Front End of Innovation conference taking place May 6-8 in Boston.

For more information or to register for FEI 2013, please visit us at www.frontendofinnovation.com

Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for market researchers. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

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