Campbell Soup Company (NYSE: CPB) today announced that the first new advertisement in the company’s “It’s Amazing What Soup Can Do” campaign is now appearing on network and cable television. This year’s campaign will be expanded with 12 new television commercials supporting the company’s most popular condensed soups and launching the new line of “Campbell’s Slow Kettle” soups. The company will also air commercials promoting its line of microwavable soups. Campbell will support the campaign with over $100 million in media spending, which is slightly more than last year.
“We are expanding our ‘It’s Amazing What Soup Can Do’ advertising campaign, based upon the positive consumer reaction we received last year,” said Ed Carolan, Vice President & General Manager – Soup and Simple Meals. “We intend to focus more of our effort on brand building activities to drive growth for our brands in the marketplace. People are going to see that Campbell offers an array of soups that meet their needs and their lifestyles. No matter the meal occasion, people can enjoy and feel good about eating ‘Campbell’s’ soup.”
The campaign opens with “Road to Happiness,” a 30-second commercial that showcases the three leading Campbell’s soup brands – “Campbell’s” condensed, “Campbell’s Chunky” and “Campbell’s Select Harvest.” This commercial will air for two weeks before “Only So Many” and “When These Come Together,” two 15-second spots, go on air to remind Americans about their two favorite soups – “Campbell’s” Chicken Noodle and Tomato. Neither of these top-selling varieties was advertised during the introductory year of the “It’s Amazing What Soup Can Do” campaign.
In October, additional commercials from the “It’s Amazing What Soup Can Do” television campaign will begin to air, highlighting other brands from across the company’s soup portfolio, to address different usage occasions.
“Spoons” is a 30-second commercial that reminds people of the familiar “Campbell’s” soups they have always loved, and then introduces “Campbell’s Slow Kettle”, a premium soup that is carefully crafted and offers exciting flavors like Tuscan-style Chicken and White Bean with Asiago Cheese and Portabella Mushroom and Madeira Bisque.
“Whoa Yum” is a 15-second spot that showcases how so many family meal favorites begin with the company’s third best selling soup, “Campbell’s” Cream of Mushroom. “Meat & Potatoes Guy” dramatically demonstrates that it only takes a can of “Campbell’s Chunky” soup to turn mashed potatoes into a meal any guy will love – in only four minutes of preparation.