Soup's on, big time

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Campbell Soup Co. is making its biggest ever new-product push in soups this fall, with 19 new varieties backed by an estimated $90 million in advertising. Campbell's major new line, Healthy Request Creative Chef, designed solely for recipes, will heat up a competitive clash with ConAgra's new Healthy Choice Recipe Creations, also to be backed by an aggressive ad program this fall.

Campbell's other new soups include a 98%-fat free soup under the Campbell's banner in five varieties; four Creative Chef varieties; seven baked ramen noodle soups; two new Chunky soups; and a new Home Cookin' soup, creamy potato with roasted garlic. BBDO, New York, handles all the new soups except Chunky, handled by FCB/Leber Katz Partners, New York. Healthy Choice soup advertising is via Campbell Mithun Esty, Minneapolis.

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