CAMDEN, N.J.–(BUSINESS WIRE)–May 29, 2003–Campbell Soup Company
(NYSE:CPB) today announced that Tampa Bay Buccaneers’ safety and Super
Bowl champion John Lynch will star with his mother, Cathy Lynch, in
the company’s long-running and successful “Mama’s Boys” marketing
campaign for Chunky soup.
Philadelphia Eagles’ quarterback Donovan McNabb and his mother,
Wilma McNabb, will join Lynch in the Chunky commercials along with New
York Giants’ defensive end Michael Strahan and his mother, Louise
Strahan. Each player and his mother will be featured in television and
radio advertising set to debut during the National Football League’s
opening weekend in September. Creative for the campaign is handled by
Young & Rubicam, New York.
In 2002, the players’ real-life moms appeared in the campaign for
the first time in history as part of a creative shift to reach out to
a broader audience. In past campaigns, actresses portrayed the mothers
of the athletes.
The Chunky soup “Mama’s Boys” campaign complements the brand’s
sponsorship of the NFL and helps illustrate the trademark Chunky soup
“It fills you up right” message which has driven double-digit growth
of the brand since the campaign began in 1997.
“We select spokesmen who perform on the field with their teammates
and off the field in their communities,” said Jeremy Fingerman,
President, U.S. Soup, Campbell Soup Company. “Our spokesmen
demonstrate what it means to be a Chunky soup consumer — a
bigger-than-life, hard-working guy who is always looking out for
others – especially his Mom.”
With over 10 Pro Bowl appearances among them, the 2003-04 Chunky
soup “Mama’s Boys” roster proves powerful. Despite an ankle injury
that sidelined him for six weeks during the 2002-03 NFL season, McNabb
recovered and led the Philadelphia Eagles through the divisional
playoffs and into the NFC championship game. Strahan broke the
17-year-old, single-season record for sacks with 22.5 in 2001, and now
has a career 95.5 sacks. Lynch is one of the hardest-hitting safeties
in the NFL with more than 800 career tackles, 21 career interceptions
and a Super Bowl championship under his belt.
The spokesmen and “spokesmoms” will also support the Chunky soup
Tackling Hunger campaign during the NFL season to educate fans on how
they can help fight hunger in their communities. This program
generated a donation of more than 6 million cans of Campbell’s soup
for food banks across the country in the 2002-03 season. Fans can do
their part to help tackle hunger by visiting www.chunky.com to locate
an America’s Second Harvest affiliate in their area.
About Campbell Soup Company: Campbell Soup Company is a global
manufacturer and marketer of high quality soup, sauces, beverage,
biscuits, confectionery and prepared food products. The company owns a
portfolio of more than 20 market-leading businesses each with more
than $100 million in sales. They include “Campbell’s” soups worldwide,
“Pepperidge Farm” cookies and crackers, “V8” and “V8 Splash” juices,
“Pace” Mexican sauces, “Prego” pasta sauces, “Franco- American” pastas
and gravies and “Swanson” broths. The company is ably supported by
24,000 employees worldwide. For more information on the company, visit
Campbell’s website on the Internet at www.campbellsoup.com.
Note: Photos available at URLs:
CONTACT: Campbell Soup Company Kate Shields, 856/342-6037
SOURCE: Campbell Soup Company
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