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NFL Stars Battle the Elements and Reveal True Passion for the Pigskin in the Newest Campbell’s(R) Chunky(TM) Soup ‘Mama’s Boys’ Ad Campaign

“Chunky” Soup Launches New Advertising Campaign Featuring Largest-Ever Roster of NFL Athletes and Moms during NFL KickoffCAMDEN, N.J., Sep 05, 2007 (BUSINESS WIRE) — Set in mythical Reginald H. White Memorial Park, on the corner of
Landry Road and Halas Drive, the latest and largest rendition of the
famed “Campbell’s Chunky” soup “Mama’s Boys” ads takes on legendary
proportion, as eight of the NFL’s most elite athletes battle it out in
snow, rain, and sunshine, just as they did when they were kids, all
under the watchful eyes of their moms.

LaDainian Tomlinson (San Diego Chargers), Jonathan Vilma (New York
Jets), Devin Hester (Chicago Bears), Larry Johnson (Kansas City
Chiefs), DeMarcus Ware (Dallas Cowboys), Todd Heap (Baltimore Ravens)
Maurice Jones-Drew (Jacksonville Jaguars), and Matt Hasselbeck
(Seattle Seahawks), returning for his second year as a “Campbell’s
Chunky” spokesman, will be featured in the 2007-2008 advertising
campaign with their real-life moms. Since 1997, the Campbell Soup
Company (NYSE:CPB) has featured some of the NFL’s greatest athletes in
the “Chunky” soup “Mama’s Boys” advertising campaign, including Reggie
White, John Elway, Terrell Davis, Jerome Bettis, Donovan McNabb, and
Brian Urlacher, among others. This year’s ads feature the largest
contingent of NFL players in the brand’s history.

The ads will once again play on the long running and popular
“Mama’s Boys” theme, with all eight NFL players battling the elements
of rain and snow on the field in four-on-four pick-up action,
exhibiting their true passion for the game, then returning home to mom
for a bowl of “Campbell’s Chunky” soup to satisfy their NFL size
hunger. This season’s “Chunky” soup campaign will include three :30s
spots and two :15s spots, as well as print, radio and online ads, all
set to debut during the NFL’s extended opening weekend schedule,
beginning September 6th.

“This year we’ve got a lot of great things to talk about, from a
new product line that satisfies an NFL size hunger to our working with
more players and more teams than at any other time in our ten years as
an NFL sponsor,” said Doug Johns, Senior Brand Manager, Chunky soup.
“We’re very excited for the NFL season to get underway.”

The campaign continues to feature the trademark “Campbell’s
Chunky” soup tagline, “It fills you up right,” which has helped the
brand double sales since the campaign began in 1997. The tagline will
also be used to introduce the company’s newest product line,
“Campbell’s Chunky” Fully Loaded soups, which have been developed to
satisfy even the biggest NFL size hunger. “Campbell’s Chunky” Fully
Loaded soup varieties are inspired by delicious meals like Rigatoni
with Meatballs, Stroganoff-Style Beef, Turkey Pot Pie, and Beef Stew.

Award winning commercial director Andrews Jenkins was selected for
the second consecutive year to direct the new “Chunky” soup
commercials. Jenkins brings his distinctive style to the “Mama’s Boys”
spots, which allows the creative to push the boundaries of traditional
food advertising by utilizing various film techniques that enhance the
“hard-hitting” attitude of the campaign. Advertising creative for the
campaign is handled by Young & Rubicam, New York.

All NFL players participating in the “Campbell’s Chunky” soup
campaign were secured by PLAYERS INC, the licensing and marketing
subsidiary of the NFL Players Association.

Please visit www.chunky.com for more information on the new
“Campbell’s Chunky” soup ad campaign.

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
www.campbellsoupcompany.com.

SOURCE: Campbell Soup Company

Campbell Soup Company
John Faulkner, 856-342-3738
john_w_faulkner@campbellsoup.com
or
Coyne PR
Lisa Farynyk
Erin Bobal
212-938-0166
ebobal@coynepr.com