Walgreens executive Adam Kmiec has joined Campbell Soup Co. to lead the US soup giant’s digital marketing and social media activity.

Kmiec is taking what is a new role at Campbell, which is looking to increase demand through connecting with consumers in new channels.

“While we’ve done a fair amount in digital to date, the role is new and having Adam on board will really accelerate our efforts both in digital and social. We recognise this as a big opportunity to do more in this space and we have the perfect guy to do it,” a Campbell spokesperson told just-food.

At Walgreens, Kmiec was social media director. He will report to Campbell vice president for global strategy, advertising and design Andrew Brennan, who said Kmiec’s experience would help the food manufacturer.

“Throughout his career, Adam has helped a variety of consumer brands establish and expand their digital marketing efforts, and I am confident that he will help Campbell do the same,” Brennan said.