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Campbell Reinforces Commitment to Helping People Get More Vegetables with V8(R) Juice

Partnership with Produce for Better Health Foundation and New Ad
Campaign Encourage People to Rethink and Drink Their Vegetables

CAMDEN, N.J.–(BUSINESS WIRE)–Oct. 6, 2009–
Campbell Soup Company (NYSE:CPB), the maker of V8®
juice, is teaming up with Produce for Better Health Foundation
(PBH) to help teach people about great-tasting and simple ways to get
more vegetables in their diet every day. Eating enough vegetables is
critical to promoting good health, including reducing risk factors for
heart disease and obesity, two of the nation’s biggest public health
issues. Yet, seven out of 10 Americans don’t meet the recommended
average of five servings of vegetables a day.1-2

Addressing this “vegetable gap” is the mission of PBH, which partners
with the Centers for Disease Control and Prevention to help educate
people about the importance of eating vegetables and fruit through its
“More Matters” campaign. PBH says two primary reasons many people fail
to get enough vegetables are taste and convenience. Drinking vegetable
juice may help overcome those barriers. In a recent study conducted by
University of California, Davis researchers, people who drank V8
juice reported they enjoyed it as a way to get their vegetables. And,
nine out of 10 said they felt they were doing something good for
themselves.3

“Vegetables come in all shapes and sizes – what’s important is to find
the ones you enjoy because you are likely to eat more of them and
develop long-term, healthy eating habits,” said Elizabeth Pivonka, PhD,
RD, President of Produce for Better Health Foundation. “Taking small
steps such as including 100% vegetable juice throughout your daily
routine can add up to big changes in your overall diet and, ultimately,
total health. What’s great about V8 juice is that there are so
many options to choose from to meet a variety of tastes and hectic
lifestyles.”

A primary goal for PBH for its “More Matters” campaign is to remind
people that all forms of vegetables and fruit count toward meeting the
government recommendation: whether fresh, canned, frozen, dried or 100
percent juice. Through this initiative, PBH helps spread the word to
schools, supermarkets and health professionals with everything from tips
to recipes.

New V8 Ad Campaign Shows Daily Servings Really “Count”

To further encourage people to get their vegetables, the makers of V8®
products are launching a new ad campaign to reinforce how all forms of
vegetables “count.” The ads include a “vegetable counter” that appears
over the heads of men and women, showing how drinking V8® 100%
vegetable juice helps them get closer to those all-important five
servings. In fact, one 12-ounce bottle of V8 100% vegetable juice
provides three of the recommended five daily servings.

The campaign, created by Young & Rubicam, New York, will include five
15-second spots and one 30-second television spot. The new campaign is
the latest chapter in a rich history of award-winning advertising dating
back to the 1960s that reminds people about the importance of getting
their vegetable servings.

For more than 75 years, V8 juice has been committed to providing
great-tasting and convenient ways to help people get more vegetables in
their diet every day. The portfolio of products includes V8 100%
vegetable juice, V8 V-Fusion® 100% juice and Campbell’s®
V8® soups.

For more information about the portfolio of V8 products, visit www.v8juice.com.

About Produce for Better Health Foundation

Produce for Better Health Foundation is a non-profit organization whose
mission is to lead the way to achieving increased daily consumption of
fruits and vegetables by leveraging private industry resources,
leveraging public sector resources, influencing policy makers,
motivating key consumer influencers and promoting fruits and vegetables
directly to consumers. To learn more, visit www.pbhfoundation.org.

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.

1 Casagrande SS, Wang Y, Anderson C, Gary TL. Have Americans
Increased their Fruit and Vegetable Intake? The Trends Between 1988 and
2002. Am J Prev Med 2007; 32:257-63

2 1 serving of vegetables = ½ Cup. USDA MyPyramid recommends
2 ½ C daily for a 2000 calorie diet

3 Easy accessibility to a vegetable beverage can result in a
marked increase in vegetable intake: an approach to improving vascular
health. Departments of Nutrition and Internal Medicine, University of
California, Davis, One Shields Ave, Davis, CA 95616.

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Source: Campbell Soup Company

Campbell Soup Company
Juli Mandel Sloves, 856-342-3717
juli_mandel_sloves@campbellsoup.com
or
Weber
Shandwick

Emily Jane Watt, 312-988-2212
ejwatt@webershandwick.com