The Campbell's Company CPB is sharpening its focus on digital and artificial intelligence (AI)-enabled marketing to expand consumer engagement and capture more everyday cooking occasions. The company is adapting marketing and recipe strategies across social, digital and emerging AI-enabled platforms, aiming to strengthen the relevance of its products in daily meal preparation.
A key part of this strategy involves reaching consumers where they discover meal ideas and cooking inspiration. In fiscal 2027, Campbell's plans to accelerate the shift toward digital marketing through expanded use of social media, influencers, e-commerce channels and newer AI-enabled platforms. Together, these channels are expected to account for approximately 85% of the company's working media budget. Campbell's is also concentrating marketing investments on priority growth opportunities rather than distributing spending evenly across the portfolio.
The strategy aligns with continued consumer interest in affordable home-cooked meals. Campbell's semi-scratch cooking business, which includes brands such as Rao's, Swanson and Pacific, continues to benefit from this trend. In fourth-quarter fiscal 2026, semi-scratch cooking consumption increased 5%. The cooking portfolio accounted for 52% of the segment's U.S. retail sales in fiscal 2026 and delivered a four-year retail sales compound annual growth rate exceeding 5%.
Campbell's is also working to extend consumer engagement beyond major holidays and special occasions by making its products more relevant to everyday meals. Examples include promoting CPB's condensed soups in mac and cheese recipes and combining Rao's sauces, pasta and frozen offerings into convenient meal solutions, such as spaghetti and meatballs.
By aligning digital marketing, recipe inspiration and everyday meal solutions, Campbell's aims to strengthen consumer connections and expand cooking occasions across its portfolio.
CPB and Peers Sharpen Digital Marketing Strategies
General Mills, Inc. GIS is strengthening digital marketing and consumer engagement through a more focused approach to brand communication and omnichannel execution. The company is investing in a next-generation content studio and expanding influencer partnerships to improve brand reach and engagement. General Mills is also aligning marketing with product innovation and evolving consumer preferences. These initiatives support General Mills' efforts to enhance brand relevance and strengthen organic sales growth.
Conagra Brands, Inc. CAG is enhancing consumer engagement through targeted marketing investments and more relevant brand campaigns. The company is focusing resources on priority brands to improve reach, engagement and marketing effectiveness. In first-quarter fiscal 2027, Conagra Brands increased advertising and promotional spending by 15%, generating approximately four times as many media impressions as a year ago. These efforts support Conagra Brands' focus on driving consumer interest, product trials and sales growth.
The Kraft Heinz Company KHC is strengthening consumer engagement through focused marketing investments, digital capabilities and brand-building initiatives. The company is prioritizing high-return media channels, improving advertising effectiveness and supporting consumer-led innovation. Kraft Heinz is also strengthening e-commerce capabilities and supporting brand campaigns and innovation across different consumption occasions. These efforts support Kraft Heinz's strategy to strengthen brand relevance, deepen consumer connections and drive sales growth.
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