CHICAGO (AdAge.com) -- It took 140 years, but Campbell has finally paved the way between its iconic chicken-noodle soup and a sex joke: The company wants you to know just how long its noodles are. There are 32 feet of egg noodles in every can of chicken-noodle soup. Take that, Burger King.
To drive the point home, conservative Campbell, with agency BBDO, New York, is using a chicken-noodle-soup billboard in Times Square portraying a 54-foot noodle emerging from the bowl while a mannequin in a red-and-white shirt appears to be slurping it from a window three stories above. The push ties in with Campbell's campaign for the 2009 soup season, called "Slurp."
Campbell estimates that 1.5 million people will see the billboard -- its first ever in the Times Square region -- at Seventh Avenue and 53rd Street, over the next four weeks. Campbell's tapped Traction Creative, an outdoor agency in Lancaster, Pa., to build the mannequin and very long noodle.
"We wanted to remind people how the soup they love more than any other is full of the stuff they love most," Eric Christianson, business director- Campbell's condensed soups, said in a statement. "Our TV commercial, 'Slurp,' as well as our print ads, use the billboard and giant noodle imagery to drive home the value we offer in each can. It just made sense to bring that same idea to life with a real billboard above one of the busiest intersections in the world."
Campbell is also celebrating chicken-noodle soup's 75th anniversary. Its introduction in 1934 was near the height of the Great Depression. The product is now one of the 10 most-popular items at grocery, selling about 250 million cans each year.