Campbell Revamps Chunky Soup Line

To highlight the changes, a new label design calls out Chunky’s nutritional benefits and features color-coding to help guide customers to similar soup varieties. Additionally, a new television campaign, “This Is Why,” takes a more gut-level approach than earlier TV ads, showing real fathers working hard before returning home to their children and eating a bowl of Chunky soup to demonstrate how the brand fits into their lifestyle. The improved product will also star in print and radio ads.

BrandWeek

Soup's On

Campbell's soup looks like they're gonna meet or beat their estimate.

"The world's largest soup maker said its U.S. soup sales rose 8 percent and that overall, consumer purchases at stores outpaced the company's sales to retailers.

Still, total sales fell more than the analysts' average estimate. Campbell has faced pressure in the soup segment as General Mills Inc's Progresso brand has gained market share."

via NY Times