Campbell tells its growth plan

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CAMDEN, N.J. -- Campbell Soup Co. has announced a number of moves in a "strategic growth plan," including cutbacks and increased marketing activity. Campbell said it will cut about 650 jobs in its North American operations. including 175 in its headquarters.

The company plans a "substantial increase in its worldwide advertising spending, primarily behind U.S. brands." It said ads would promote new eating occasions for soups and sauces, plus heavier pushes behind V8 and Pepperidge Farm. Campbell also has acquired the Erasco Group, Germany's leading canned soup company, from Grand Metropolitan.

Copyright September 1996, Crain Communications Inc.

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