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Campbell Soup Company Launches "Spicy" Marketing Campaign For Prego® Italian Sauce
Spots Featuring Spice Girl Emma Bunton, Silver Medalist Lea Ann Parsley and Popeye's® Olive Oyl Ring True to Prego's Tagline, "It's in There"
CAMDEN, N.J. (April 30, 2007) - Campbell Soup Company (NYSE:CPB) today announced a robust roster of "seasoned" spokespeople for its newest advertising campaign for Prego Italian sauces. The series of five television advertisements, scheduled to debut nationally on April 30, feature Spice Girl Emma Bunton, Silver Medalist Lea Ann Parsley, Popeye's® "Olive Oyl," an average American couple named Herb and Rosemary and an Englishman named Basil.
In each fifteen second (:15) spot, the "flavorful" characters grapple with what spice to add to their Prego sauce. Each character ultimately discovers that the sauce doesn't need an upgrade, as it is already made with a perfect balance of sweet tomato taste and savory Italian seasonings. The campaign utilizes the classic Prego brand tagline "It's In There," introduced when the brand was born 25 years ago in 1982. Young & Rubicam, New York conceived and produced the campaign.
"We've taken the classic Prego tagline, and used it in a humorous new way that feels right for the brand and fresh for the category," said James Caporimo, executive creative director, Y&R New York.
The television spots target women 25-54 who want to save time and energy yet still provide an exceptional dinner experience. The television advertising will be complemented across the marketing mix with web, print advertising and consumer promotion executions of the concept.
Beginning April 30, three spots ("Spice Girl," "Basil" and "Herb & Rosemary") will begin rotation on all major national networks and cable networks, such as Turner Network Television (TNT), Lifetime Television, USA Network, TBS, The Learning Channel (TLC), Home and Garden Television (HGTV) and ABC Family Channel. The spots will run during premium programming such as American Idol, Dateline and The View.
Consumers can look forward to seeing the remaining two television advertisements during the summer months. The first features Parsley, a 2002 silver medalist in the women's skeleton event. The second features Popeye's® legendary leading lady, Olive Oyl, in a live animation spot.
"Today's Prego sauce consumers are fun-loving women who don't let everyday life get in the way of providing exciting and flavorful meal experiences," said Kelly Berrie, senior brand manager. "We wanted the characters in our advertisements to reflect the vivacious personalities of our consumers while delivering the message that the distinct flavor of Prego Italian sauce doesn't need anything added to it."
The shelf-stable Italian sauce category has been steadily rebounding since the low carbohydrate craze influenced a decline in the pasta and sauce categories in the early- 2000s. Information Resources, Inc. (IRI) consumption data shows the $1.4 billion category enjoying 3.1% growth in the past 52 weeks.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality simple meals, including 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.
About Young & Rubicam
Y&R is one of the world's leading marketing communications agencies. Founded in 1923, the agency today has 165 offices in 124 cities in 81 countries around the world. Our client partners are some of the world's most prestigious global corporations, including Cadbury Schweppes, Colgate-Palmolive, Danone, Ford Motor Company and Xerox. Hamish McLennan is Chairman and CEO.
Popeye is a registered trademark of Hearst Holdings, Inc.
John W. Faulkner
Campbell Soup Company
FCF Schmidt PR