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Press release from Business Wire

Developer Cooks Up “What's for Dinner?” App for Campbell Soup Company

<p class='bwalignc'> <b>Pollinate Inc. Wins First Place Prize Worth $50,000 for <i>Hack the Kitchen</i> Contest</b> </p>

Monday, March 25, 2013

Developer Cooks Up “What's for Dinner?” App for Campbell Soup Company08:30 EDT Monday, March 25, 2013 CAMDEN, N.J. (Business Wire) -- Campbell Soup Company (NYSE:CPB) today announced Pollinate Inc. as the winner of Hack the Kitchen, ahackathon designed to help home cooks everywhere answer the age-old question, “What's for Dinner?” Judging took place at Google in New York City on Friday, March 22, 2013. The competition winner receives a $25,000 prize and a $25,000 contract to make their idea come to life. Campbell opened the contest up to developers in the U.S. for creative ideas for the ultimate “What's for Dinner?” mealtime solutions. Campbell made the Campbell's Kitchen API available to the semi-finalists to build creative search-based recipe applications for web, mobile, and tablet devices. CampbellsKitchen.com is an online recipe resource with more than 3,000 recipes that use Campbell's® Condensed soups, Swanson® stocks and broths, Prego® Italian sauces and other Campbell products. Nearly 150 entries were narrowed down to six finalists that presented their ideas to the judges in front of a live audience. Pollinate Inc., a team of 12 members, developed the winning app fittingly titled FoodMood. Finding that there are plenty of recipe services that sort results based on ingredients or popularity, this app adds a different dimension to the dinner selection process, helping consumers find recipes based on their mood. “This was the first time Campbell reached out directly to the developer community, as we felt that partnering in this way allowed us to tap into the capabilities and expertise of others to accelerate innovation,” said Adam Kmiec, Director, Digital Marketing and Social Media, Campbell Soup Company. “We couldn't be more excited about working with Pollinate Inc. to develop the next great app that helps everyday cooks solve the daily mealtime dilemma.” A panel of judges comprised of Campbell Chief Marketing Officer, Senior Vice President Mike Senackerib, LockerGnome founder Chris Pirillo, and BuzzFeed Associate Food Editor Rachel Sanders, chose the winner based on their knowledge of the brand, app development and scores against contest criteria. To select the winner, the judges followed a set of four contest criteria including: Alignment to brief – How well does the application answer the question “What's for Dinner?” Relevance and value – Does the application provide value to consumers? Novelty and innovation – Is the application a unique or new approach to an old problem or a better way to cook more efficiently or effectively? Overall Presentation – Does the presentation effectively communicate the benefits and functionality of the submission? Campbell expects this new mealtime solution to be launched in time for soup season. For more information about the contest, go to www.hackthekitchen.com. 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," "V8" and “Bolthouse Farms.” 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 www.campbellsoup.com. Campbell Soup CompanyMegan Haney, 856-342-4978Megan_haney@campbellsoup.comorGita Chandra, 415-262-5949gchandra@webershandwick.com