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Press release from Business Wire

Campbell Kicks Off Second Year of the “It's Amazing What Soup Can Do” Advertising Campaign with New Ads

<p class='bwalignc'> <b>Company Will Spend Over $100 Million Promoting Soup Portfolio</b> </p>

Wednesday, September 07, 2011

Campbell Kicks Off Second Year of the “It's Amazing What Soup Can Do” Advertising Campaign with New Ads08:40 EDT Wednesday, September 07, 2011 CAMDEN, N.J. (Business Wire) -- 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. Campbell Soup Company is introducing new "Campbell's" Harvest Orange Tomato soup. Campbell's Tomato soup is the top-selling soup of all time. (Photo: Campbell Soup) “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. The convenience of soup is brought to life in “Happy at Work”, a 30-second spot that promotes varieties in both microwavable bowls and “Campbell's Soup at Hand” sippable cups. A number of spots from the previous year are being reprised and updated, including “Couch”, a 15-second spot for “Campbell's Chunky” soup that humorously captures how sluggish and tired guys feel after they choose to eat greasy and fatty food. Print ads for all “Campbell's” soup brands will also begin to appear in September weekly and October monthly publications. Digital media complements the campaign. The campaign was co-created by Campbell's long-standing advertising agency partners, BBDO-New York and Y&R-New York. The production was shot on location in Vancouver, Canada by Paydirt and directed by Iain Mackenzie. Actor Tim Allen again provides his voice to the campaign. Media planning services were provided by the New York office of The Media Edge:cia. About Campbell Soup Company Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, 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." Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard & Poor's 500 and the Dow Jones Sustainability Indexes. For more information, visit Photos/Multimedia Gallery Available: Campbell Soup CompanyJohn Faulkner (Media)856-342-3738