The media plan "will include advertising on the search engines and other appropriate sites," said Maria Puoti, Campbell director of global advertising services.
Interactive shop IMC2, Dallas, handled the redesign and will buy media, said Ms. Puoti. Campbell previously used two online agencies, True North Technologies and Philadelphia-based Group Cortex.
When Campbell first designed its Web site in November 1995, the company saw no need to advertise it. But after 16 months online, the site was attracting an "embarrassing" number of hits-only 3,000 per week, Ms. Puoti said.
So the soupmaker hired IMC2 to revamp the site with more cutting-edge features, such as nutrition and cooking tips; a company history; displays of global TV advertising; online purchasing of Campbell licensed merchandise; and a grocery "store" with information and fun facts about its brands.