Campbell Expands School Project

Campbell Soup Co. is expanding its Labels for Education program by partnering with other consumer packaged goods companies for the first time. More than 30 items in Diamond Foods' Pop Secret microwavable popcorn line and about 100 BIC items including pens, pencils and markers will be included in the program starting in August. Campbell is in discussions

CAMDEN, N.J. — Campbell Soup Co. is expanding its Labels for Education program by partnering with other consumer packaged goods companies for the first time.

More than 30 items in Diamond Foods' Pop Secret microwavable popcorn line and about 100 BIC items — including pens, pencils and markers — will be included in the program starting in August. Campbell is in discussions with other CPG companies as well.

Labels for Education awards points to schools for qualifying product purchases. Points can be redeemed for school items ranging from scissors to gymnastic beams. To accumulate points, shoppers remove UPC labels from participating products and mail them in for redemption.

BIC products count as 1, 5 and 10 points, depending on the item and package size. Pop Secret products — including 100-calorie and multipack SKUs — count as 5 or 10 points.

The brands were chosen because they are strong iconic consumer brands and complementary to Campbell's brands, according to Geoff Jackson, Campbell's integrated shopper-marketing director. Additionally, they have high penetrations in households with kids, and a strong commitment to education and cause marketing, Jackson added. Both brands will provide merchandising and marketing support, and distribute LFE points.

The new items join hundreds of Campbell's products already in the program. These include Campbell's soups; Pepperidge Farm Goldfish crackers; Pepperidge Farm Farmhouse sandwich breads; V8 V-Fusion juices; V8 Splash juice drinks; Prego Italian sauces; Campbell's SpaghettiOs pasta; and Campbell's Select Harvest soups.

Along with the traditional program, Campbell runs an electronic version of LFE in Kroger, Safeway and ShopRite. “E-Labels for Education” simplifies the redemption process because shoppers simply enter their loyalty card number and designated school at elabelsforeducation.com [3]. Each time a participating item is purchased, the school automatically receives points.