Three television spots from Young & Rubicam in Toronto break November 1 for Campbell's new Fresh Frozen Soup, which rolls out with four varieties - Creamy Broccoli and Cheese, Country Chicken Noodle, Tuscan Style Minestrone, and Beef and Garden Vegetable. Support will be in the form of point-of-sale displays and couponing.
Campbell's enjoys nearly 75% of Canada's prepared soup market, but "this initiative grows the category," says spokesman Kevin Lowery from the marketer's headquarters in Camden, N.J.
Campbell's launched frozen soup in the U.S. about a year ago under the name Campbell's Restaurant Soups, Lowery says. They're now available in about 60% of the country.
Expansion outside North America could be next. "Let's see how it goes in Canada and the States and if it makes sense, let's go there," he says.
Copyright October 1997, Crain Communications Inc.