• October 14, 2009

Campbell Soup Co. has signed on as the first sponsor of NBC Universal's "Healthy At NBCU," which is aimed at connecting consumers, employees and marketers with its health and wellness content.

Campbell will promote its new, heart-healthy, lower-sodium soups and its heart-health awareness program, Campbell's "AdDress Your Heart," during two multi-segment health series on "Today," as well as through sponsorship of Dr. Nancy Snyderman's show on MSNBC.

"Healthy At NBCU" is NBCU's companion to GE's "healthymagination" initiative, and will provide marketers with one-stop-shopping for a broad array of health and wellness content from the TODAY show to "The Biggest Loser" to iVillage to Oxygen's "Dance Your Ass Off."

As part of the new initiative, NBCU will launch a cross-platform event tackling nutritional literacy with a focus on fitness and reducing obesity in 2010. The campaign will include news and entertainment programming, an iVillage community health challenge and a company-wide employee health challenge, as well as continued offerings of healthier eating options in the Universal theme parks. The digital centerpiece of "Healthy At NBCU" will be iVillage's soon-to-be-relaunched health site, debuting in February.--Tanya Irwin