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Campbell’s(R) Chunky(TM) Soup Features All-Star Roster of Past and Present NFL Greats in National Advertising Campaign; Chunky Soup Launches 2006 Ad Campaign During NFL Opening Weekend

Press Releases

CAMDEN, N.J.–(BUSINESS WIRE)–Sept. 6, 2006–Campbell Soup
Company (NYSE:CPB) will unveil its new “Campbell’s Chunky” soup
“Hungry Boys” advertising campaign for the 2006 NFL season on
September 7, when the National Football League kicks off its extended
opening weekend schedule. This season, an exciting lineup of NFL
greats and league champions will be featured in broadcast and print
ads, including members of the Super Bowl XL champion Pittsburgh
Steelers; members of the legendary Steel Curtain defense; Seattle
Seahawks quarterback, Matt Hasselbeck; and Philadelphia Eagles
quarterback and “Chunky” soup veteran, Donovan McNabb, who returns for
an unprecedented sixth season.

The “Chunky” soup “Hungry Boys” advertising campaign leverages the
company’s NFL sponsorship and the “big-hearted” essence of the
“Campbell’s Chunky” brand to communicate that “Chunky” soup delivers
“hearty, filling meals” no matter how big the appetite. The campaign,
which continues to feature the “Chunky” soup trademark message, “It
fills you up right,” has contributed to the brand’s doubling of sales
since it began in 1997. This season’s advertising campaign is
comprised of five television spots and three print ads. Creative for
the entire campaign is being handled by Young & Rubicam, New York.

“This will be an exciting year for ‘Campbell’s Chunky’ soup. We
have a lot to offer consumers, with the arrival of new soup varieties,
new spokespeople and a continuation of our long-standing partnership
with the McNabb family and the NFL,” said Doug Johns, Senior Brand
Manager, “Chunky” soup. “We’re looking forward to a great year with
Donovan McNabb, Matt Hasselbeck, Ben Roethlisberger, and the ensemble
of past and present Steelers who are featured in this tenth year of
one of the most successful advertising campaigns in the history of the
‘Chunky’ soup brand.”

The “Chunky” soup “Hungry Boys” campaign utilizes an aggressive
film-making style to reaffirm the core benefit of this year’s campaign
– “the filling up of big hungry men.” Award wining commercial director
Andrews Jenkins uses variable film rates, flash frame pulses, and a
number of different lens distortion techniques to enhance the “in your
face” attitude of the campaign. Rapid editing, including jump cuts and
speed ramps, also boosts the energy of the spots, pushing the envelope
in terms of traditional food advertising, while allowing the “Chunky”
soup message to remain true to the essence of the brand.

The “Chunky” soup “Hungry Boys” campaign truly lives up to its
name, featuring a roster of some of the toughest boys on the field:

    --  Two :30 spots will feature an ensemble of Pittsburgh Steelers
        including Jeff Hartings, Max Starks, Kendall Simmons, James
        Farrior, Marvel Smith, Charlie Batch, Casey Hampton and Chukky
        Okobi, along with Steelers "Team Mom" Elleanor Starks.

    --  One :30 spot will feature members of the legendary Steel
        Curtain defense from the Steeler's Super Bowl teams of the
        70's, including Mel Blount, Joe Greene, L.C. Greenwood, Jack
        Ham, Ernie Holmes and Dwight White, who will appear alongside
        Matt Hasselbeck.

    --  Two :15 spots will feature Donovan McNabb alongside his mom,
        Wilma, and Matt Hasselbeck, alongside his mom, Betsy.

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 prior years, actresses portrayed the mothers of
the “Chunky” soup spokesmen. Betsy Hasselbeck and Elleanor Starks are
the newest moms to be added to the “Chunky” soup “Team Mom” roster.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high quality simple meals, soups, baked snacks, vegetable-based
beverages, and premium chocolate products. Founded in 1869, the
company has a portfolio of market-leading brands, including
“Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” and “Godiva.” For
more information on the company, visit Campbell’s website at

    CONTACT: Campbell Soup Company
             John Faulkner, 856-342-3738
             [email protected]
             Coyne PR
             Lisa Farynyk / Erin Bobal, 973-316-1665
             [email protected]

    SOURCE: Campbell Soup Company
Press Releases

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