'SOUND OF FRESHNESS' TOUTS NEW SOUPS: CAMPBELL BACKS GLASS-JAR LINE WITH $10 MIL AD EFFORT

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Campbell Soup Co. is taking a "fresh" approach to advertising for the launch of its Jos. A. Campbell line of soups in glass jars, in an estimated $10 million TV campaign.

Advertising breaks today, and to make the campaign stand out only one 30-second spot is being used, running on network, spot and syndicated TV.

"This is a major plan for us," said Gary Fassak, VP-marketing for red-and-white soups. "It's going to be one of the most advertised soups in the ready-to-serve category."

Campbell's Chunky has been the most heavily advertised individual product with $7 million in the first half of 1996, according to Competitive Media Reporting.

GOSPEL BACKGROUND

The commercial, from BBDO Worldwide, New York, shows quick shots of fresh carrots, celery and tomatoes being sliced to a crisp sound track identified as "the sound of freshness."

To the background beat of a lively gospel version of the company's "M'm m'm good" jingle, the ad says the new soups are in resealable 24-ounce glass jars "just to show them off."

FOUR VARIETIES

The four-product soup line, marketed in minestrone, chicken pasta, garden vegetable and mushroom varieties, began rolling out in October.

"It's not for people who wouldn't ordinarily buy our regular soup," said Mr. Fassak, noting that household penetration of Campbell soup is already so high nearly everyone has a can in their pantry.

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