Company Will Spend Over $100 Million Promoting Soup Portfolio
CAMDEN, N.J., Sep 07, 2011 (BUSINESS WIRE) —
Campbell Soup Company (NYSE: CPB) today announced that the first
new advertisement in the company’s “It’s Amazing What Soup Can Do”
campaign is now appearing on network and cable television. This year’s
campaign will be expanded with 12 new television commercials supporting
the company’s most popular condensed soups and launching the new line of
“Campbell’s Slow Kettle” soups. The company will also air commercials
promoting its line of microwavable soups. Campbell will support the
campaign with over $100 million in media spending, which is slightly
more than last year.
“We are expanding our ‘It’s Amazing What Soup Can Do’ advertising
campaign, based upon the positive consumer reaction we received last
year,” said Ed Carolan, Vice President & General Manager – Soup and
Simple Meals. “We intend to focus more of our effort on brand building
activities to drive growth for our brands in the marketplace. People are
going to see that Campbell offers an array of soups that meet their
needs and their lifestyles. No matter the meal occasion, people can
enjoy and feel good about eating ‘Campbell’s’ soup.”
The campaign opens with “Road to Happiness,” a 30-second commercial that
showcases the three leading Campbell’s soup brands – “Campbell’s”
condensed, “Campbell’s Chunky” and “Campbell’s Select Harvest.” This
commercial will air for two weeks before “Only So Many” and “When These
Come Together,” two 15-second spots, go on air to remind Americans about
their two favorite soups – “Campbell’s” Chicken Noodle and Tomato.
Neither of these top-selling varieties was advertised during the
introductory year of the “It’s Amazing What Soup Can Do” campaign.
In October, additional commercials from the “It’s Amazing What Soup Can
Do” television campaign will begin to air, highlighting other brands
from across the company’s soup portfolio, to address different usage
“Spoons” is a 30-second commercial that reminds people of the familiar
“Campbell’s” soups they have always loved, and then introduces
“Campbell’s Slow Kettle”, a premium soup that is carefully crafted and
offers exciting flavors like Tuscan-style Chicken and White Bean with
Asiago Cheese and Portabella Mushroom and Madeira Bisque.
“Whoa Yum” is a 15-second spot that showcases how so many family meal
favorites begin with the company’s third best selling soup, “Campbell’s”
Cream of Mushroom.
“Meat & Potatoes Guy” dramatically demonstrates that it only takes a can
of “Campbell’s Chunky” soup to turn mashed potatoes into a meal any guy
will love – in only four minutes of preparation.
The convenience of soup is brought to life in “Happy at Work”, a
30-second spot that promotes varieties in both microwavable bowls and
“Campbell’s Soup at Hand” sippable cups.
A number of spots from the previous year are being reprised and updated,
including “Couch”, a 15-second spot for “Campbell’s Chunky” soup that
humorously captures how sluggish and tired guys feel after they choose
to eat greasy and fatty food.
Print ads for all “Campbell’s” soup brands will also begin to appear in
September weekly and October monthly publications. Digital media
complements the campaign.
The campaign was co-created by Campbell’s long-standing advertising
agency partners, BBDO-New York and Y&R-New York. The production was shot
on location in Vancouver, Canada by Paydirt and directed by Iain
Mackenzie. Actor Tim Allen again provides his voice to the campaign.
Media planning services were provided by the New York office of The
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup and sauces, 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.” Through its corporate social responsibility
program, the company strives to make a positive impact in the workplace,
in the marketplace and in the communities in which it operates. Campbell
is a member of the Standard & Poor’s 500 and the Dow Jones
Sustainability Indexes. For more information, visit www.campbellsoup.com.
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SOURCE: Campbell Soup Company
Campbell Soup Company
John Faulkner (Media)