Campbell unveils new soups

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Campbell Soup Co., Camden, N.J., bidding to reverse a 3% decline in domestic soup volume for the quarter ended May 3, unveiled new soup items for the fall: two Swanson flavored broths (chicken broth with roasted garlic and with Italian herbs) and three new baked potato-based Chunky soup varieties--baked potato with cheddar and bacon bits; with steak and cheese; and with bacon bits and chives. Campbell previously disclosed a new single-serve microwaveable line called Soup to Go and a ready-to-serve version of its tomato soup in a resealable glass jar (initially in test markets in 20% of the U.S.). It also changed the name of its premium, ready-to-serve Jos. E. Campbell signature soups to Simply Home and will launch its first major kids' ad effort in recent history to back a new soup, Rugrats Pasta with chicken and broth, inspired by the Nickelodeon program. Campbell will launch a promotion around its popular Nickelodeon toddler show, "Blue's Clues," putting the show's dog logo on 18 million cans of Alphabet Soup and an on-label interactive game. TV and print will support, beginning in early fall. BBDO Worldwide, New York, handles all Campbell soups except Chunky, which is at Y&R Advertising, New York.

Copyright May 1998, Crain Communications Inc.

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