Cruz Joins Elite Roster of NFL Stars Who Have Been Named Chunky
Soup ‘Mama’s Boys’

CAMDEN, N.J.–(BUSINESS WIRE)–Sep. 6, 2012–
Campbell’s® Chunky™ soup, the Official Soup Sponsor of the NFL,
is bringing back its “Mama’s Boy” advertising campaign this season.
Campbell Soup Company (NYSE:CPB) selected Victor Cruz, New York Giants
wide receiver and Super Bowl XLVI champion, as the new face of the
campaign, which was first introduced in 1997. By reprising the
successful campaign, Campbell is strengthening the brand’s connection
with the core Chunky soup eater and fully leveraging its NFL
sponsorship.

Campbell’s(R) Chunky(TM) soup, the Official Soup Sponsor of the NFL, is bringing back its “Mama’s Boy” advertising campaign this season. Campbell Soup Company (NYSE: CPB) selected Victor Cruz, New York Giants wide receiver and Super Bowl XLVI champion, as the new face of the campaign, which was first introduced in 1997. Cruz will be featured in a series of TV and print ads as well as social media that kick off this week to coincide with Week One of the 2012 NFL season. (Photo: Campbell Soup Company)

Cruz will be featured in a series of TV and print ads as well as social
media that kick off this week to coincide with Week One of the 2012 NFL
season.

Known for having a close relationship with both his mother and
grandmother, Cruz was a natural fit for the “Mama’s Boy” campaign. A
rising star in the NFL last year, Cruz captured the attention of
football fans nationwide with a breakout NFL season and revealed his
fun-loving personality with his signature “Salsa Dance” touchdown
celebration. A native of Paterson, N.J., Cruz is not only an amazing
athlete on the field, but is also very active in his community.

“When guys watch an NFL player like Victor Cruz they may admire his
athletic abilities or his accomplishments, like winning a Super Bowl
ring, but they typically don’t think about the influential people who
helped him get to that point – like his mom,” said Mark Materacky,
Senior Brand Manager, Campbell’s Chunky Soup. “The ‘Mama’s Boy’ campaign
taps into the important relationship guys share with their moms and
helps make a star athlete like Cruz more relatable to men who love
football as well as the amazing women in their lives.”

In addition to the ads, Campbell is serving up three new varieties of Chunky
soup that are sure to appeal to guys who are looking for bolder
flavors: Chipotle Chicken and Corn Chowder, Kickin’ Buffalo-Style
Chicken and Jammin’ Jerk Chicken with Rice & Beans.

The “Mama’s Boy” campaign, created by Y&R New York, reminds guys that Campbell’s
Chunky soup can help them stay on top of their game both on and off
the field. The Chunky soup brand has been fueling the NFL and its
fans since 1998; and, with the help of Cruz, the brand will appeal to a
new generation of guys who are looking for flavorful, satisfying and
hearty soups.

Cruz follows in the footsteps of numerous high-profile NFL players who
were previously involved with the “Mama’s Boy” campaign; including Hall
of Famers like John Elway, Terrell Davis and Jerome Bettis and other
well-known players like Kurt Warner, Donovan McNabb and Michael Strahan.
The campaign originally ran from 1997 to 2008 and has featured both
actresses and real moms alongside the NFL players. For the current
campaign the role of Cruz’ mother and grandmother are played by
actresses. In the first television spot, titled “Mascot,” Cruz is called
to the sideline by his stand-in mom, disguised as a team mascot, to
serve him a bowl of Chunky soup. The print ads will appear in
sports and men’s magazines.

Chunky Audible Digital Campaign

To further connect with the core Chunky soup eater, the brand
will also launch a Twitter campaign (@CampbellsChunky) to encourage fans
to share their #ChunkyAudible mealtime solution when they’re presented
with a less-than-satisfying dish. Football-related digital ads will run
on sports-dedicated websites with a focus on fantasy football and NFL
content.

For more information about Campbell’s Chunky soup, visit https://www.campbellsoup.com/Products/Chunky.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup and sauces, baked
snacks and healthy beverages. Founded in 1869, the company has a
portfolio of market-leading brands, including “Campbell’s,” “Pepperidge
Farm,” “Arnott’s,” “V8” and “Bolthouse Farms.” Through its corporate
social responsibility program, the company strives to make a positive
impact in the workplace, in the marketplace and in the communities in
which it operates. Campbell is a member of the Standard & Poor’s 500 and
the Dow Jones Sustainability Indexes. For more information, visit https://www.campbellsoup.com.

Photos/Multimedia Gallery Available: https://www.businesswire.com/cgi-bin/mmg.cgi?eid=50399352&lang=en

Source: Campbell Soup Company

Campbell Soup Company
Liesl Henderson, 856-968-5891
[email protected]
or
Weber
Shandwick
Dave Bauer, 312-988-2499
[email protected]

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