# Campbell's shifts 85% of media budget to digital channels Soup giant prioritizes social, influencer, and e-commerce to align with modern consumers. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-09-08 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/570a82ac-d06b-408d-8718-f2115d2ff9a1 ## Digital Transformation Campbell's is undergoing a significant digital transformation, reallocating 85% of its working media budgets to digital channels. This shift reflects the company's commitment to meeting modern consumer preferences. The move includes increased investments in social media, influencer partnerships, and e-commerce platforms. This strategy aims to enhance engagement with younger, digitally-savvy audiences. ## Channel Focus The company is prioritizing social media, influencer marketing, and e-commerce as key channels. These platforms are seen as more effective in reaching today's consumers. Campbell's plans to leverage these channels to build stronger brand connections. The shift also reflects broader industry trends towards digital-first marketing strategies. ## Consumer Preferences Modern consumers increasingly prefer digital interactions with brands. Campbell's recognizes this shift and is adapting its marketing approach accordingly. The company aims to create more personalized and engaging experiences. This aligns with broader consumer expectations for convenience and digital accessibility. ## Budget Reallocation The 85% budget shift represents a substantial change in Campbell's marketing strategy. Traditional media channels will see reduced investment as digital takes priority. This decision follows extensive market research on consumer behavior. The company expects this move to drive higher ROI on marketing spend. ## Industry Trends Campbell's move mirrors broader industry shifts towards digital marketing. Many CPG companies are increasing digital spend to stay competitive. This trend accelerated during the pandemic and continues post-pandemic. Digital channels now offer more measurable and targeted advertising opportunities. ## Influencer Partnerships A key component of the new strategy involves collaborating with influencers. Campbell's believes influencers can authentically connect with target audiences. The company plans to work with both macro and micro-influencers. These partnerships will focus on creating relatable content that resonates with consumers. ## E-commerce Integration The strategy includes tighter integration between marketing and e-commerce platforms. Campbell's aims to create seamless paths from discovery to purchase. This approach reflects the growing importance of direct-to-consumer sales. The company will optimize content for both brand building and conversion. ## Future Implications This digital shift positions Campbell's for long-term competitiveness in evolving markets. The company anticipates improved brand relevance and customer acquisition. Success could prompt further digital investments across the organization. Other traditional brands may follow suit in reallocating marketing budgets. ## Sources covering this story - https://www.marketingdive.com/news/campbells-heats-up-digital-focus-amid-marketing-reformulation/829764/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._