AD AGE CYBERCRITIQUE OF THE WEEK: A SOUPED-UP SITE

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CAMPBELL SOUP CO. WWW.CAMPBELLSOUP.COM

WHAT'S THERE: Campbell is backing its redesigned site with its first major online media buy. The new site, dubbed Campbell's Community, features an overview of Campbell Soup and its subsidiaries, including brands like Vlasic pickles and Pepperidge Farm. There are descriptions of products along with recipes and games.

The recipe section puts a slightly new twist on a common Web theme by asking which ingredients you have available and offering recipe suggestions. There's also an area to purchase gift baskets from Pepperidge Farm and cooking items from Campbell's "Wooden Spoon" catalog.

The front end has colorful, hand-drawn graphics that provide some navigational consistency. The back end, however, is based on some overly complex JavaScript that's still somewhat buggy.

In a lot of ways, this site follows the blueprint set up by other food conglomerates (Kellogg's original site comes to mind). There's not a lot of ground broken, but if you want recipes straight from the source, it's all here.

WHO CREATED IT: Internet Marketing & Creative Concepts, Dallas (www.imc2.

com).

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