CAMDEN, N.J., Nov 07, 2005 (BUSINESS WIRE) — Campbell Soup Company (NYSE:CPB) announced today that it
will partner with The WB’s “7th Heaven” for a product integration
opportunity in three of the show’s episodes during November sweeps.
The show’s storyline will feature Campbell’s(R) Labels for
Education(TM) program and Campbell’s products, including the company’s
condensed Tomato and Chicken Noodle soups and its new microwaveable
bowl versions of these favorites. The episodes begin to air on Monday,
November 7 (8/7 pm Central).
Now in its tenth season, The WB’s “7th Heaven” is the network’s
leading drama. In the story line featuring Campbell’s, Ruthie Camden
(Mackenzie Rosman) will enlist the help of her family and friends to
collect numerous labels from Campbell products for a Labels for
Education drive being conducted to benefit the school newspaper. The
newspaper is collecting labels towards the goal of getting a new
computer, while Ruthie has hopes of getting noticed by the newspaper’s
editor, Jack (guest star Garrett Strommen).
The integration into the story line will be just one element of
the promotion, as it will be highlighted across multiple channels. It
will also be featured on specially labeled family size cans of
Campbell’s Chicken Noodle soup and in print advertising, promoted on
cable, and will be included in features on both Campbell’s and The
WB’s websites. The promotion will also be supported through a full
page free standing insert (FSI) on November 6. There will also be
public service announcements from the series’ stars encouraging fans
to help their schools by participating in the Campbell’s Labels for
Education program. The program integration was negotiated by
Campbell’s media communications agency, Mediaedge:cia.
“We feel that ‘7th Heaven’ is a great fit to highlight the
importance of our Campbell’s brands, including our Labels for
Education program,” said Eric Christianson, senior brand manager,
Campbell Soup Company. “This partnership allows us to uniquely promote
the many possibilities of Campbell’s products that consumers love and
a program that makes a difference in thousands of schools each year.”
“This partnership allows us to celebrate the show’s accomplishment
of becoming the longest running family drama in television history
with its tenth season, while also showcasing Campbell’s and ‘7th
Heaven’s’ commitment to education,” said Michael Roberts, Executive
Vice President, Current Programming, The WB. “Innovative alliances
like this allow us to create a better product for our viewers. In
fact, we have also been able to add three talented minority writers to
the show as a result of this relationship.”
About Labels for Education
Labels for Education was established in 1973 and is the
longest-running redemption program of its kind. To date, nearly $105
million in educational merchandise has been redeemed through the
program. By participating in the program, schools can earn computers,
software, sports equipment, educational videos and even passenger
vans. In 2005, Labels for Education became a proud sponsor of the
National PTA. For more information, log onto
www.labelsforeducation.com or call 800-424-5331.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of
high quality simple meals, including soup, baked snacks,
vegetable-based beverages, and premium chocolate products, with annual
revenues in excess of $7.5 billion.
Founded in 1869, the company has a portfolio of more than 20
market-leading brands, including “Campbell’s,” “Pepperidge Farm,”
“Arnott’s,” “V8,” and “Godiva.” For more information on the company,
visit Campbell’s website at stage.campbellsoupcompany.com.
SOURCE: Campbell Soup Company
Campbell Soup Company
Beth Jolly, 856-968-4301
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