CAMDEN, N.J., December 18, 2008 - Campbell Soup Company (NYSE: CPB) announced today its first-ever major movie partnership, one with Universal Pictures’ animated adventure “The Tale of Despereaux” for its condensed soup brands. As part of its partnership, Campbell has released a special on-pack promotion on 50 million labels of participating Campbell’s Chicken Noodle and Tomato soup cans. In addition, Campbell is offering interactive opportunities for kids at myslurp.com and supporting the Lollipop Theater Network, a non-profit organization dedicated to bringing movie magic to hospitalized children nationwide.
Matthew Broderick, Dustin Hoffman, Emma Watson and Tracey Ullman lead an all-star voice cast in the animated-adventure “The Tale of Despereaux,” based on the Newberry Medal-winning children’s bestseller. In this modern fairy tale about a small mouse born too brave for his little world, several unlikely heroes will discover that what you look like doesn’t equal who you are. The film arrives in theaters nationwide on Friday, December 19.
The iconic red and white labels of participating Campbell’s Chicken Noodle and Tomato soup cans have undergone a royal makeover in honor of the partnership and now feature the film’s virtuous hero, Despereaux, holding a golden spoon. Based on the award-winning book by Philadelphia born author Kate DiCamillo, “The Tale of Despereaux” takes place in the mythical Kingdom of Dor—once world renowned for its great soups, but where soup has now become a rare treat.
“The Tale of Despereaux” is based upon a beloved children’s book that celebrates soup, while encouraging kids to be brave and adventurous,” said Kim McGough, Senior Manager of Integrated Marketing. “This partnership is a perfect fit for our condensed soup brand, as we celebrate our brand by deeply investing in the growth and development of kids through a range of education and health and wellness programs.”
Fully immersing its condensed soup brand in the partnership, Campbell has created a comprehensive marketing plan, including employee and community involvement, sponsorship of
the New York premiere, online promotion and support of the Lollipop Theater Network.
Camden elementary school students enjoyed a helping of soup and storytelling at Campbell World Headquarters when the company celebrated Royal Soup Day on December 12. Featuring a special reading of “The Tale of Despereaux” by author DiCamillo, a visit from Despereaux himself, as well as Royal Soup Day crafts and activities, the lunch proved to be a royal treat for all in attendance.
Campbell also co-sponsored the New York premiere of “The Tale of Despereaux.” Several of the film’s celebrated vocal talents, Matthew Broderick (Despereaux), Kevin Kline (Chef Andre) and Sigourney Weaver (the Narrator), took to the spirit of the holidays and signed special Andy Warhol-designed Campbell’s soup bowls to be auctioned off to benefit the Lollipop Theater Network. As part of its charity efforts, Campbell’s also made a 1,000 can donation of the specially labeled “Despereaux” cans to the Food Bank of New York City.
Finally, Campbell’s is featuring an online promotion at myslurp.com, where kids can embark on Royal adventures. The site features clips from the movie, photos, games and downloads, as well as the Royal Adventure Sweepstakes and Royal Spoon Instant Win Game.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s” and “V8.” For more information on the company, visit Campbell’s website at www.campbellsoup.com.
Lollipop Theater Network Founded in 2001, Lollipop Theater Network is a 501(c)(3) organization dedicated to bringing the magic of current movies to children confined to hospitals nationwide due to chronic or life-threatening illnesses. With the support of the leading Motion Picture Studios, LOLLIPOP has screened over 175 films and is currently able to offer its program to children in hospitals in over 18 states nationwide. To learn more, please visit: www.lollipoptheater.org