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NAD backs Campbell low-fat claim

Published on .

In a case involving comparative "low-fat" claims, Campbell Soup Co. had adequate substantiation to support an ad that said its Swanson chicken broth contains one-third the fat per serving of rival Nabisco's College Inn brand, the National Advertising Division of the Council of Better Business Bureaus said. Nabisco had challenged the ad, saying it implied its College Inn brand, which has 1.5 grams of fat per serving, was high-fat. BBDO Worldwide, New York, is the agency.

Copyright May 1998, Crain Communications Inc.

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