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LaDainian Tomlinson Conquers a Hard Day of Work in the Latest Chunky(TM) Soup Advertising Campaign

Press Releases

Chunky Soup Moms Go From Feeding NFL Sons to Feeding Communities


CAMDEN, N.J.–(BUSINESS WIRE)–Aug. 28, 2008–Mowing the lawn,
pleasing their boss and spending time with the kids are just some of
the routine tasks that hard-working men and women face every day. In
the latest installment of the famed Campbell’s(R) Chunky(TM) soup
advertising campaign, one of the NFL’s most dominant offensive forces
will do just the same. San Diego Chargers running back and former
league MVP, LaDainian Tomlinson, tackles his own workday while
refueling on Campbell’s Chunky soup in the appropriately titled
“Working Day” campaign, set to launch during the NFL’s Kickoff
weekend, beginning Thursday, September 4, 2008.

Campbell Soup Company (NYSE:CPB) is marking Chunky soup’s 11th
year as an NFL sponsor with a new game plan for its advertising
campaign – the first time in a decade that the campaign will focus on
one marquee player. LT, who is starring in the Chunky soup campaign
for the second consecutive year and is considered to be a hard-working
“everyman” on and off the field, is the sole focus of the 2008-09
advertising. The campaign communicates making the right food choices
for yourself, using the new tagline of Fill Up On The Good Stuff(TM).

“Hard-working men and women know that they can look to a soup like
Chunky Beef with Country Vegetables to get satisfied with lean meat
protein and hearty vegetables,” said Campbell’s Chunky soup Brand
Manager Doug Brand. “LT prides himself on making smart decisions in
his ‘office’ and at his kitchen table, and we’ve found that consumers
want to do the same for themselves too.”

“Working Day” is set in LT’s office — 100 yards of grass in a
packed stadium — where he’ll put in a hard day’s work facing run-ins
with co-workers (defensive players), pleasing his boss (Coach Turner)
… not to mention getting noticed by the people ‘at the top’ (fans),
all before he refuels on the lean meat protein in Chunky Steak ‘N’
Potato soup. Chargers’ head coach, Norv Turner, will also make his
acting debut in “Autograph” as LT’s boss – a job he knows well.

The “Working Day” advertising campaign consists of two :30 and
three :15 broadcast spots, as well as print, radio and online
advertising. In addition, “Working Day” ads featuring Chunky soup also
will be seen on outdoor posters peppering construction sites in
Detroit and Washington D.C., emphasizing the hard-working theme of the

The Campbell’s Chunky soup “Working Day” advertising campaign will
introduce the new trademark, Fill Up on the Good Stuff, which delivers
the message that Chunky soup offers many varieties, such as Classic
Chicken Noodle or Steak ‘N’ Potato, both made with lean meat protein.
The campaign will also continue to leverage the company’s 11-year NFL
sponsorship, and “big-hearted” nature of the brand.

The creative for the “Working Day” advertising is being handled by
Young & Rubicam, New York, which enlisted the talent of noted
commercial director, Kinka Usher, of House of Usher, to produce a
visually explosive campaign. Usher utilized computer-generated
graphics and unique camera angles to create dynamic, visually
intensive and precise shots to deliver the “in your face” images that
simulate LT in his work environment.

NFL Moms Sack Hunger

“In the last 10 years of Chunky soup advertising, you’ve seen moms
making sure their NFL sons were filling up on the good stuff in Chunky
soup,” said Brand. “Now, mom has taken on even bigger
responsibilities, We’ve teamed up with 35 moms of NFL players to
ensure community food banks around the country are sufficiently

NFL moms, who have helped deliver Campbell’s Chunky soup to their
sons and consumers nationwide, will now tackle hunger across the
country in the Campbell’s Chunky/NFL Tackling Hunger program. By
expanding the program and enlisting the biggest roster of NFL moms in
history, Chunky soup, in partnership with the Professional Football
Player’s Mothers Association, will help raise much needed food
donations for Feeding America food banks nationwide.

For more information on Campbell’s Chunky soup and the “Working
Day” campaign, please visit

About Campbell Soup Company

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


    CONTACT: Campbell Soup Company
             John Faulkner, 856-342-3738
             [email protected]
             Coyne PR
             Erin Bobal / Lauren Curtin, 212-938-0166
             [email protected]

    SOURCE: Campbell Soup Company
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