Telling Your Sustainability Story Advancing “Audience-based” CSR Communications at Campbell Soup Company Dave Stangis Vice President, Corporate Social Responsibility

Building a Successful Sustainability Business Strategy Focus and Direction: a shared vision, with alignment on goals and priorities Effective Governance: internal management networks that assure high- level visibility, agile decision-making, consistent accountability, and successful execution Clear Metrics: specific measures and targets that drive operational direction, give structure to long-term goals, and communicate progress on core CSR platforms Communication: framework, channels and process for ongoing, consistent, audience-focused communication, internally and externally Stakeholder Enlistment: a culture and management system that engage all key stakeholders Organizational Competency: awareness and expertise across business groups and within the leadership pipeline to advance our CSR/Sustainability strategy

CSR Anchors the Campbell 10-yr Plan to Nourish People’s Lives - Anchored in our core competencies and pillars - Driven by objectives and our associates’ innovation - Activated by key destinational goals

Key Communication Deliverables of a Sustainability Strategy Continuous and effective internal and external communication Infrastructure and process for coordinated and consistent communication across outlets and audiences Effective representation of the Company in diverse, complex and high-profile settings, on a global basis Mechanisms to elevate employee awareness, promote and channel enlistment, and recognize achievement Informed and coordinated engagement with the CSR strategies, plans, programs and requests of customers and suppliers World-class engagement and communication with socially responsible investors Timely monitoring and proactive management of emerging public issues and interest group campaigns

A Few Specific Audience-based Strategies Multi-channel CSR reporting Customer communication based on need and strategic overlap Social media strategy (JustMeans) to close the gap between reports Formal social investor engagement Regular Board of Director updates Integration into press releases and financial annual reporting Employee Intranet and/or newsletters, other internal e- communications Direct, customized supplier engagement Criteria for “lists and awards”

Outcomes and Audiences Authenticity and Accuracy >> Credibility and Thought Leadership Integrate Sustainability in the Communications outlets, strategy and calendar – internal/external Drive more active communication vehicles – newsletter/blogs Educate key stakeholders on Campbell’s sustainability value proposition Bring Campbell executives into the strategy and provide them a role in the CSR/Sustainability plan Resource internal business groups as they move up the learning curve Audience-based communication plans 1.Employee Communications 2.Stakeholder Communications (policy, community, investor, etc) 3.Customer/Customer Communications 4.Supplier Communications 5.Executive Communications