Campbell Soup Co., Camden, N.J., on Sept. 6 unveils its newest ad campaign with an old tagline, "M'm! M'm! Good!'' The new effort from BBDO Worldwide, New York, which was expected when Campbell scrapped last year's "We've got a soup for that'' theme, includes six TV spots, print ads in September magazines and radio ads set for later in the year. The budget for the campaign, which is starting two months earlier than last year's effort and will run through April, represents a "significant increase in spending'' as Campbell's looks to steer away from trade promotions and focus on building value for its icon brands through advertising, said a Campbell spokesman. The ads will focus, as expected, on the health benefits of tomato soup, the addition of 20% more chicken in the chicken noodle variety, the ease of cooking with cream of mushroom soup, the new line of ready-to-serve soups and the more than 30 varieties that contain less than 100 calories and 3 grams of fat or less. Although the "M'm! M'm! Good!'' tagline has not been used in a campaign for 16 years, Campbell has continued to use the tune of the refrain in advertising and alluded to it in a mid-1990s effort that touted the soups as "M'm! M'm! Better!'' "We never walked away totally from the slogan, and now we're bringing it back full force because consumers connect with the tagline and see it as synonymous with Campbell's,'' the spokesman said.
Copyright September 2000, Crain Communications Inc.