Campbell’s Servers-up new CMO
Steve’s breakdown: Greg Shewchuk will be starting March 7th so hold your calls until them. He’ll be handling Prego, Swanson, V8 and Pace brands. He was most recently at Mead Johnson.
CAMDEN, NJ: Campbell Soup Company has appointed Greg Shewchuk as its senior VP-chief marketing and commercial officer of the Americas Simple Meals and Beverages division, effective March 7.
Mr. Shewchuk, 50, was most recently global head of marketing and chief marketing officer at Mead Johnson Nutrition Company. Representatives from Mead Johnson were not immediately available to comment on Mr. Shewchuk’s departure.
At Campbell, Mr. Shewchuk will oversee all marketing and consumer engagement activities for a $4 billion portfolio, which includes brands such as Campbell’s, Prego, Swanson, V8 and Pace.
Mr. Shewchuk, who describes himself as “a foodie and a marketer,” will report to Mark Alexander, president of Campbell’s Americas Simple Meals and Beverages. He fills the role left vacant when Darren Serrao left the company in August to join ConAgra as chief growth officer.
One of the reasons Mr. Shewchuk said he is joining Campbell is because the company’s “Real Food That Matters For Life’s Moments” vision is compelling to him.
Under CEO Denise Morrison, Campbell has been working on cleaning up a somewhat tired image. In recent years it has acquired brands such as Bolthouse Farms and Plum Organics to appeal to consumers looking for fresher food. It also broke from Big Food convention last month, saying it would support federal legislation for mandatory labeling of foods made from genetically modified organisms, even though it recognizes GMOs as safe.
Campbell “really understands” issues that are challenging the food industry today and is taking meaningful steps when it comes to changing consumer behavior, values and preferences, Mr. Shewchuk said. “That is very rare in CPG today,” he said in a phone interview from Illinois, as he prepares to relocate back to the East Coast.
Prior to Mead Johnson, Mr. Shewchuk served as VP of innovation for North American snacks at Mondelez/Kraft Foods. He has also held senior marketing roles at Cadbury, Diageo and Unilever. Mr. Shewchuk began on the agency side of the business according to his LinkedIn profile, working as a media buyer and planner at Ogilvy & Mather in the early 1990s.
Campbell is in the midst of an agency review for its simple meals division with the goal of consolidating from multiple creative agencies to one. Mr. Shewchuk said he’ll get involved in the agency selection process once he joins next month.
Last summer, Campbell announced plans to increase digital spending to 40% of its media budget in 2016, up from 20% in 2015. It is also cutting its TV spending to 50% of the total budget. The marketer spent $319.7 million on total U.S. advertising in 2014, down from $361.3 million a year earlier, according to the Ad Age Datacenter.