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Big push for Campbell

Published on .

Campbell Soup Co. said Wednesday it's introducing its new premium line of glass-packaged soups (AA, Sept. 9) with "one of the largest advertising and marketing programs in the company's history." Ad outlays are estimated at $10 million for the ready-to-serve line that will be marketed under the signature of company founder Joseph A. Campbell--spending that outstrips that of its Chunky and Home Cookin' lines last year. BBDO Worldwide, New York, handles the four-product line: chicken and pasta with garden vegetables, garden vegetables with pasta, cream of mushroom and minestrone. Campbell has an estimated 56.4% share of ready-to-serve soup sales, according to financial analysts.

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