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Campbell Debuts First-Ever Times Square Billboard

Ad Touts 32 Feet of Noodles in Every Can of Campbell’s®
Chicken Noodle Soup

CAMDEN, N.J.–(BUSINESS WIRE)–Oct. 28, 2009–
Campbell Soup Company (NYSE:CPB) has debuted the first-ever Times
Square billboard in the company’s 140-year history.

Commuters emerging from the 7th Avenue Subway station at 53rd
Street in New York are asking themselves how a young boy could be
slurping a giant noodle from a bowl of soup in a billboard below his New
York apartment. The noodle and child are actually part of a unique
outdoor advertisement marking the 75th anniversary of Campbell’s®
Chicken Noodle soup—America’s favorite soup.

Introduced in 1934 near the height of the Great Depression, Campbell’s
Chicken Noodle soup remains one of the top 10 items sold in grocery
stores. Campbell’s Chicken Noodle soup continues to provide great
value, whether in challenging or prosperous economic times. Each year,
more than 250 million cans of Campbell’s Chicken Noodle soup are
consumed, which means if the noodles in those cans were placed
end-to-end, they would circle the earth 58 times.

In bigger-than-life Times Square style, the new billboard highlights the
fact that each can of Campbell’s Chicken Noodle soup is made with
over 32 feet of fresh egg noodles.

“We wanted to remind people how the soup they love more than any other
is full of the stuff they love most,” said Eric Christianson, Business
Director, Campbell’s condensed soups. “Our television commercial,
‘Slurp’, as well as our print ads use the billboard and giant noodle
imagery to drive home the value we offer in each can. It just made sense
to bring that same idea to life with a real billboard above one of the
busiest intersections in the world.”

The out-of-home ad consists of a mesh billboard featuring the image of a
27-foot wide bowl of Campbell’s Chicken Noodle soup, a 54-foot
noodle that winds out of the bowl and then rises three stories up the
side of the building to a window unit featuring a mannequin of a young
boy slurping the noodle from the bowl. The billboard will be seen by an
estimated 1.5 million people walking along 7th Avenue at the
53rd Street intersection during a four-week period.

Campbell has long been an advertising innovator. Campbell’s soups
were first advertised with the help of the classic Campbell Kids
characters on trolley boards in New York City in 1904. For many years,
the company was the leading print advertiser in magazines like Saturday
Evening Post, Colliers, Life
and Look, where Page 2 was often
referred to as the “Campbell’s page” within the advertising community of
the day. In the 1930s Campbell began advertising on radio and the “M’m!
M’m! Good!” jingle was first heard. In the 1950s Campbell made
television the centerpiece of its advertising effort, including its
long-running sponsorship of the classic “Lassie” series. Despite these
and other advertising firsts, this marks Campbell’s first billboard in
Times Square.

“The idea was just right,” said Christianson. “And the timing couldn’t
be better – it’s soup season in New York City.”

BBDO-New York developed the advertising campaign for Campbell’s
Chicken Noodle soup that is currently on television, in print and
online. The noodle and mannequin were crafted by Traction Creative,
Lancaster, Pa., which specializes in developing signature outdoor
advertising elements. Once on site, the billboard components were
installed in under five hours.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup, baked snacks, and
healthy beverages. Founded in 1869, the company has a portfolio of
market-leading brands, including “Campbell’s,” “Pepperidge Farm,”
“Arnott’s,” and “V8.” For more information on the company, visit
Campbell’s website at www.campbellsoup.com

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6085900&lang=en

Source: Campbell Soup Company

Campbell Soup Company
John Faulkner, 856-342-3738
[email protected]