• The “I am was I eat” philosophy had tied food into lifestyles that embraced exercise machines, hot tubs, jogging, racquetball, backpacking, cross-country skiing, and aerobic dancing.
In response to growing ethnic food demand, Campbell began marketing ethnic selections in regions were consumer interests for particular food types were strong. For instance, it marketed spicy Ranchero Beans only in the South and Southwest, and its newly acquired Puerto Rican foods in New York City and Florida (which had sizable Puerto Rican populations)
Campbell’s product-development guidelines emphasized convenience, taste, flavor, and texture. The strategic themes McGovern stressed were these: