The tie-in, Campbell's first as an Olympic supplier, will be supported with Olympic-themed promotions beginning this fall and advertising focused primarily around the crucial January-February soup season that coincides with the Feb. 8 start of the Games.
The ads, from Omnicom Group's BBDO Worldwide, New York, will raise the parallel between the strong American heritage of the Olympic Games and that of Campbell soups.
In addition to its role as supplier for its soups, Franco-American pastas and gravies and Pace salsa brands, Campbell will also tout a $500,000 donation to the U.S. Olympic Team with the purchase of specially-marked Campbell soups. -- Stephanie Thompson
Copyright July 2001, Crain Communications Inc.