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Campbell Launches New Campaign for Pace(R) Salsa That Celebrates Brand’s Unique History and Craftsmanship

Press Releases

CAMDEN, N.J.–(BUSINESS WIRE)–Jan. 14, 2008–After celebrating
the 60th anniversary of “Pace” picante sauce in 2007, it seemed only
fitting that Campbell Soup Company (NYSE:CPB) should launch a new
campaign for its “Pace” salsa brand in 2008 that promotes both its
established picante and salsa products as well as a new line of five
specialty salsas, which debut nationally this month. The tagline
“Pace. Made Right Since 1947″(TM) celebrates the authentic
craftsmanship that has been the hallmark of how “Pace” salsas have
been made since they were first formulated by David Pace over 60 years
ago in San Antonio, Texas.

The new campaign for “Pace” salsas was developed following an
exhaustive integrated-agency immersion into the brand, its consumers
and its unique heritage. Inspired by observations from the pepper
fields where Campbell sources its ingredients to the production of the
“Pace” salsa in Paris, Texas, the agency partners developed a campaign
that utilizes a similar handcrafted look, sound and feel across all
creative elements in order to emphasize the craftsmanship that goes
into every bottle of “Pace” salsa.

“Most of the advertising in the salsa category focuses on dipping
occasions and social settings,” said Greg Dolan, Senior Brand Manager,
“Pace” salsa. “But, we heard from our consumers that salsa isn’t just
for dipping. It has much broader usage and plays a larger role in
their lives. David Pace understood this when he created the original
picante sauce recipe in 1947 and we think our new advertising
appropriately reflects the authentic, high-quality product he

In 1991, just two years before David Pace passed away, salsa
overtook ketchup as America’s favorite condiment. Campbell acquired
Pace Foods in 1995.

During the new campaign’s development process, cross-functional
agency partners were given the opportunity to work closely with
members of the Campbell product development, agricultural procurement,
production and culinary teams to better appreciate the complete scope
of the “Pace” business. “We went into the pepper fields and were blown
away by the passion that each grower has for the ‘Pace’ brand,” said
James Caparimo, Executive Creative Director, Y&R – New York.

“We wanted to keep the integrity of craftsmanship in both the
spirit and letter of the work. So, the artist we selected for the
print, Bruce Licher, is an artisan who uses a hand-run letterpress;
our commercial director, Iain Mackenzie, is his own cinematographer
and is known for gorgeous visuals; and the voiceover was done by
country music star Guy Clark (, who also makes his
own guitars,” Caparimo added.

In addition to the advertising developed for TV and print by Y&R,
the extensive campaign includes a new website and on-line advertising
created by G2 Communications (New York) and complementary promotional
materials by Marketing Drive (Norwalk, CT). Media Edge:cia (New York)
handles media planning and placement. MECi (New York) handles on-line
media planning and placement. Public Relations are handled by Dublin &
Associates (San Antonio, TX).

Today, “Pace” picante sauce and chunky salsa continue to be
produced in Texas and remains the best selling brand in the Mexican
sauce category. Americans consume nearly 170 million pounds of “Pace”
salsas each year and one-quarter of U.S. households have a bottle of
“Pace” picante sauce or chunky salsa in their homes.

For more information about “Pace” picante and chunky salsa
products, go to

    "Pace" Advertising Campaign Elements:

    --  TV (30s and 15s)

    --  Print (Newspaper and Magazines)

    --  On-Line advertising

    --  Website

    --  Promotions/FSI

New “Pace” Varieties — Suggested Retail Price: $3.29 for 16 oz

1. Tequila Lime Salsa - featuring real tequila from blue agave

2. Triple Pepper Salsa - featuring blazing green chili serrano and
    guajillo peppers

3. Salsa Verde - featuring hand-picked jalapenos and tomatillos

4. Pico De Gallo - featuring fresh jalapenos and onions

5. Mexican Four Cheese salsa con queso - featuring Monterey Jack,
    Cheddar, Asadero and queso blanco cheeses

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high quality foods and simple meals, including soup, baked snacks,
vegetable-based beverages, and premium chocolate products, with annual
revenues in excess of $7.8 billion. Founded in 1869, the company has a
portfolio of market-leading brands, including “Campbell’s,”
“Pepperidge Farm,” “Arnott’s,” “V8,” and “Godiva.” For more
information on the company, visit Campbell’s website at


    CONTACT: Campbell Soup Company
             John W. Faulkner
             (856) 342-3738
             Dublin & Associates
             Mary Uhlig
             (210) 227-0221

    SOURCE: Campbell Soup Company
Press Releases

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