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Campbell’s® Chunky™ Soup Announces New “Mama’s Boy” Richard Sherman and the Launch of Five Delicious Flavors

Ads Include Sherman’s Real Mom and Authentic Seattle Superfans

CAMDEN, N.J.–(BUSINESS WIRE)–Sep. 3, 2014–
Campbell’s® Chunky™ soup, the Official Soup Sponsor of the NFL,
has added to Seattle Seahawk Pro Bowl cornerback Richard Sherman’s
impressive list of accomplishments by enlisting him as the face of the
2014 “Mama’s Boy” campaign.

This season, Campbell Soup Company (NYSE:CPB) is adding a twist
to the classic campaign. For the first time since 2007, the brand has
chosen a real mom to be featured alongside her “Mama’s Boy.” In the ads,
Beverly Sherman will act as the leader of a group of Seattle Superfans
who do everything in their power to make sure their favorite gridiron
hero gets his Chunky soup.

“Richard Sherman is one of the elite players in the NFL, he has a
wonderful relationship with his mother and his fan base is extremely
energetic,” said Neeli Straiges, Senior Brand Manager, Campbell’s
Chunky
soup. “We are excited for Richard and Beverly to be the next
faces of this iconic campaign and to be part of the Mama’s Boy history.”

Y&R New York created the advertising campaign in a style inspired by a
superhero thematic. In the coming weeks, Campbell will also introduce
its first-ever animated video, featuring cartoon versions of the cast,
as imagined by renowned illustrator J.J. Sedelmaier.

In conjunction with the new ad campaign, Campbell will kick off the
upcoming NFL season with a lineup of five delicious new Chunky
soups: Pub-Style Chicken Pot Pie, Sausage & Pepper Rigatoni,
Beer-n-Cheese with Beef & Bacon, Jazzy Jambalaya and Mushroom Swiss
Burger. Building on the success of the pub-inspired soups introduced
last season, Campbell has continued to develop flavors to enhance the
brand’s strong appeal to people with hearty appetites who enjoy filling,
ready-to-serve soup.

Integrated Campaign

The Campbell’s Chunky Mama’s Boy campaign is an integrated effort
across digital, in-store and television nationwide. The advertising
creative will be featured in the places where NFL fans go to satisfy
their hunger for football. The media plan includes paid media spots
across television and digital media during pre-game, in-game and
post-game analysis shows, with particular emphasis around games when the
Seattle Seahawks are playing.

To learn more about Campbell’s Chunky soup, visit http://www.Facebook.com/ChunkySoup
or http://www.Twitter.com/CampbellsChunky.
Football and soup fans can visit http://www.Chunky.com
for additional content and information regarding the campaign.

Share the great news about Campbell’s Chunky soup and new “Mama’s
Boy” Richard Sherman with these tweets:

  • Click
    to Tweet:
    @RSherman_25 has a new role – @CampbellsChunky has
    chosen him as this season’s “Mama’s Boy” along with his real mom,
    @Beverly_Sherman.
  • Click
    to Tweet:
    Latest flavors from @CampbellsChunky this football
    season include Chicken Pot Pie, Sausage & Pepper Rigatoni and Jazzy
    Jambalaya. #yum

About Campbell Soup Company

Campbell (NYSE:CPB) makes real food that matters for life’s moments,
from high-quality soups and simple meals to snacks and healthy
beverages. For generations, people have trusted Campbell to provide
authentic, flavorful and readily available foods and beverages that
connect them to each other, to warm memories and to what’s important
today. Led by its iconic Campbell’s brand, the company’s
portfolio includes Pepperidge Farm, Goldfish, Bolthouse Farms, V8,
Swanson, Prego, Pace, Plum Organics, Arnott’s, Tim Tam, Royal Dansk and
Kjeldsens. Founded in 1869, Campbell has a heritage of giving
back and acting as a good steward of the planet’s natural resources. The
company is a member of the Standard & Poor’s 500 and the Dow Jones
Sustainability Indexes. For more information, visit www.campbellsoupcompany.com
and @CampbellSoupCo.

Source: Campbell Soup Company

Megan Haney, 856-342-4978
Campbell Soup Company
megan_haney@campbellsoup.com
or
Erin
Randall, 312-988-2013
Weber Shandwick
erandall@webershandwick.com