Few brands bring us comfort when we aren’t feeling our best. But for over 150 years, that’s exactly what Campbell’s has been doing with a bowl of hot soup. Growing up, whether we had the sniffles or felt frozen like a snowman when coming in from the cold, Campbell Soup Company was always the remedy to bring us back. So dealing with a crisis is nothing new for this iconic brand.
To kick off Asian American Pacific Islander Heritage Month, I sat down with Linda Lee, Campbell’s Chief Marketing Officer for its Meals & Beverages division, to discuss how her organization has not only weathered the pandemic but how it has responded to important social issues, including the recent wave of Asian hate crimes. Importantly, Linda also opens up about her personal journey about being Asian American.
Soon Yu: How has Campbell responded to the set of crises we faced this past, starting with the pandemic?
Linda Lee: The first order of business with the pandemic was to make sure we were taking care of our frontline employees who were working to get out as much food as possible in the safest possible way. That was where we focused our efforts and safety continues to be paramount, along with overall wellbeing. We also immediately announced a $1 million donation for Covid relief efforts, which has grown to be more than $9 million in cash and product donated since last March.
From a business…