Campbell soup seems to have missed the boat.
They were marketed for an older crowd that is now dying off.
When the better, heartier soups were coming out, campell was slow on the uptake. What used to be their section in the store, is now dominated by better or cheaper brands.
Further, their recent advertising campaign showed a decided... turn in direction, that will probably alienate all of the on-line purchasing crowd.
Also, many companies before them have tried this two forked sales, to be met with a bunch of angry stores. In order to compete in the on-line world, you have to be able to move the price. But, if you sell for less than stores can sell for, they often will drop your products, even if they are THE name brand.