Campbell Soup launches new, $100M ad campaign

September 7, 2010

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CAMDEN, N.J.—Campbell Soup Co. said Tuesday it is launching a new, $100 million ad campaign to promote its soup brands, hoping to reverse a downturn in the category.

Campbell said the campaign is "significantly" larger than any other previous campaign.

Soup sales have faltered for the past year as the category faces tough competition from other low-price meals, such as frozen pizza and frozen entrees.

Campbell said last week that sales of both ready-to-serve and condensed soups slipped 7 percent in the fourth quarter, even though net income rose 63 percent, helped by cost cuts. Total sales fell 1 percent compared with the same period last year.

The new ad campaign is tagged "It's Amazing What Soup Can Do," and includes TV commercials with a voiceover by actor Tim Allen, along with print, radio and online ads. Ads started running on Sunday.

It supports the company's condensed soups, Campbell's Chunky soups, Campbell's Healthy Request soups, Campbell's Select Harvest soups, plus soups sold in microwaveable bowls and cups under these brands.

The campaign was co-created by agencies BBDO and Young & Rubicam, both in New York.

Shares fell 48 cents to $35.73 during morning trading.

(This version CORRECTS the date to Tuesday.)