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LaDainian Tomlinson Works up an Appetite as the Focus of the Latest Campbell’s(R) Chunky(TM) Soup National Advertising Campaign

Press Releases

San Diego’s Star Running Back Takes to LA to Film New Campbell’s

                            Chunky Soup Ads

CAMDEN, N.J.–(BUSINESS WIRE)–May 5, 2008–San Diego Chargers’
running back, LaDainian Tomlinson, is known as one of the NFL’s
hardest workers and a dominant force among offensive players on the
field. Off the field, this former league MVP is known for his
generosity and humble demeanor – all qualities that Campbell Soup
Company (NYSE:CPB) will capture in the newest installment of the famed
Chunky soup advertising campaign, which has begun production in Los
Angeles this week.

Tomlinson is taking his gridiron greatness and “good guy”
personality in front of the camera, as he stars in the Chunky soup ads
for the second consecutive year. This season marks Chunky soup’s 11th
as an NFL sponsor and the first time in the brand’s history that the
advertising campaign will be solely focused on one marquee player,
without his mom by his side. Campbell’s Chunky soup will feature
Tomlinson in the 2008 advertising campaign, appropriately titled,
“Working Day.”

“Working Day,” which focuses on a day in the life of an NFL star
… and every hardworking individual, is comprised of two :30 and
three :15 broadcast spots, as well as print and online advertising.
Each spot features the daily trials and tribulations of Tomlinson’s
“workday”, with a voiceover that allows the hardworking viewer to see
the many similarities they find themselves tackling throughout the
workday. Charger’s head coach, Norv Turner, will also appear in one
spot, “Autograph,” … in a boss’ role.

“As we enter our 11th consecutive season with the NFL, we are
excited to introduce a new and different approach for this year’s
advertising campaign,” said Doug Brand, Campbell’s Chunky soup Brand
Manager. “We are delighted to have LaDainian Tomlinson back for a
second season and believe he is the foundation for the outstanding
evolution of this new campaign. LaDainian is a stand-out athlete who
truly represents all of the qualities of the Chunky soup brand —
big-hearted, hardworking and fun, making him a natural fit as our
spokesperson and one who will effectively serve as our Tackling
Hunger(R) Ambassador.”

The “Working Day” campaign marks the first time that the ads will
predominately feature extraordinary computer-generated graphics and
visual effects. Famed director, Kinka Usher with House of Usher, will
incorporate dynamic, visually intensive and precise shots to deliver
the “in your face” images not previously seen in past Chunky soup
advertising spots. Additionally, Tomlinson will put his endurance
skills to the test – in front of a green screen technology – where
he’ll simulate his legendary touch down runs as he dodges oncoming

The Campbell’s Chunky soup “Working Day” advertising campaign will
continue to leverage the company’s 11-year NFL sponsorship and
“big-hearted” nature of the brand to communicate that Chunky soups are
hearty and filling. Launching during the NFL’s opening weekend,
Thursday, September 4th, the campaign will also introduce the new
Campbell’s Chunky soup trademark message, Fill Up on the Good Stuff
(TM), which delivers the message that Chunky soups offer a good source
of lean meat protein. The creative for the “Working Day” campaign is
being handled by Young & Rubicam, New York.

For more information on Campbell’s Chunky soup and the Tackling
Hunger program, 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
vegetable-based beverages, with annual revenues in excess of $7.8
billion. 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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