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Campbell Announces New ‘Reality’ Advertising Campaign for Soup Brands; TV Host Gordon Elliott Knocks on Doors to Urge ‘Make It Campbell’s Instead’

Press Releases

CAMDEN, N.J.–(BUSINESS WIRE)–Aug. 26, 2003–Campbell Soup
Company (NYSE:CPB) today announced the launch of a new, reality-based
advertising campaign under a single theme: “Make It Campbell’s
Instead.” The campaign, which will air throughout the upcoming soup
season, will support Campbell’s full line of soups including the
improved varieties of “Campbell’s” condensed soup, the company’s new
“M’m! M’m! Good! To Go” convenience platform, and “Campbell’s Chunky”
and “Campbell’s Select” ready-to-serve soups.

The campaign features Gordon Elliott, host of “Door Knock
Dinners,” which aired on the Food Network, intercepting consumers in
their home, at work, and on the street – urging them to enjoy a
delicious meal featuring soup rather than other meal and snack
options. Each spot closes with Elliott reminding viewers to “Make it
Campbell’s Instead.” The campaign was conceived and produced by
BBDO-New York.

Platform Efficiency Achieved Behind A Unified Theme

The campaign marks the first time Campbell has utilized a single
theme and spokesperson to link all promotional elements for its soup
brands. In past years, advertising for Campbell’s ready-to-serve soup
brands, “Campbell’s Chunky” and “Campbell’s Select,” was developed and
executed separately and distinctly from advertising messages that
supported “Campbell’s” condensed soups.

“With the many improvements and new products we’re launching for
the upcoming soup season, we’re single-minded in our focus to change
how people think about soup. A unified platform will maximize the
impact and efficiency of both our message and our media buying,” said
Larry McWilliams, President – Campbell North America. “Our aim is to
shake consumers up with a very different creative effort that will get
them thinking about soup in new ways.”

In selecting Gordon Elliott, Campbell introduces an untraditional
spokesperson. “Gordon is really the host in each of the commercials,”
explains McWilliams. “With his humor and delightful,
larger-than-life-demeanor, he disarms both the participants in our
unscripted spots, and captures the attention of consumers who view
them.” Spokespeople are not new to Campbell’s – past spokespeople have
included actresses Meg Ryan and Donna Reed, actor Jimmy Stewart, as
well as numerous Olympic figure skaters, including Nancy Kerrigan and
Michelle Kwan.

Making Campbell’s More Relevant to Consumers

With plans to develop and air more than 30 different commercials
during the upcoming soup season, Campbell intends to reconnect its
soup brands “with today’s diverse consumer population,” said
McWilliams. “We realize that running one or two messages quickly wears
out with today’s consumers. That’s why we will air many more spots in
order to maximize our ability to use mass media to achieve grass roots

To create greater campaign interest, a number of the commercials
will feature celebrities from the food and entertainment world. In “B.
Smith”, Gordon visits Ms. Smith, a trend-setting New York
“style-entrepreneur” and restaurateur, in her home and recommends
“Campbell’s Select” Italian Wedding soup as an alternative to her
suggestion of a cold sandwich. In “Bow Wow”, Gordon challenges rapper
and actor Bow Wow to a game of basketball, to see who will get the
remaining “Campbell’s” Chicken Noodle soup; and in “Dilley’s”, Gordon
visits the Dilley sextuplets in their Indiana home, and introduces the
kids (and their parents) to the fun and flexibility of customizing
their “Campbell’s” Tomato soup with toppings and mix-ins found in
their home.

The campaign breaks through the media clutter by interrupting
people in real life situations. In the campaign’s introductory
“Anthem” spot, Gordon intercepts numerous people on the street and in
their office and offers them a new microwavable Campbell’s soup. All
of the commercials were shot on video instead of film to further
enhance their immediacy. To enhance the realism of each commercial,
BBDO-New York utilized small crews and shot at every location with
just three hand-held video cameras.

Connecting With Today’s Kids

For years Campbell’s advertising has taken aim at “Mom” as the
decision-maker for what her children will eat. While Mom still plays
an important role, today’s kids also have significant input into what
goes into the grocery basket. The newly developed advertising will
appeal directly to kids. In advertising for Campbell’s Chicken Noodle
soup, Gordon visits actor/rapper Bow Wow. A more kid relevant tagline,
“It’s Got the Goods” is intended to use the language kids use to
describe their favorite soup. “Using a personality like Bow Wow will
help raise the profile of soup among kids who tell us in our research
that they love Campbell’s soup, but don’t think of requesting it at
meal time,” explains McWilliams. “We hear from Moms that when their
kids ask for soup, they feel good about serving it.” In addition to
“Campbell’s” Chicken Noodle, Campbell will promote its “Fun Favorites”
varieties of condensed soups, which include kid-friendly soups like
“Double Noodle,” “Noodle O’s,” and this past year’s newest hit,
“Goldfish” shaped pasta soups.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high quality soup, sauces, beverage, biscuits, confectionery and
prepared food products. The company owns a portfolio of more than 20
market-leading businesses each with more than $100 million in sales.
The company is ably supported by approximately 25,000 employees
worldwide. For more information on the company, visit Campbell’s
website on the Internet at

Note: Photos available at URLs:

    CONTACT: Campbell Soup Company
             Michelle Davidson (Media)
             (856) 968-4390
             John W. Faulkner (Media)
             (856) 342-3738
             Leonard F. Griehs (Analysts)
             (856) 342-6428

    SOURCE: Campbell Soup Company
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