Indeed, Campbell is making the most of the soup's anniversary (it was launched in the U.S. in 1934) by using social media to stir up conversation about it and inspire/remind consumers to pick up some cans next time they're in the supermarket.
Campbell will post images of vintage ads and packaging labels (examples shown above), content from old TV commercials, and fun facts/trivia about its history. The content will also be distributed via bloggers, and PR efforts are underway.
Currently, Campbell's Twitter account is promoting a link to a 30-second "happy 80th birthday" video on YouTube, along with the hashtag #HBDChickenNoodle.
The condensed soup Facebook page is featuring chicken noodle as its cover image, and promoting the soup's anniversary with posts and images.
Chicken Noodle is also being featured in Campbell's "Wisest Kid" campaign, which supports its overall condensed-soups portfolio.
The Chicken Noodle campaign aims to reinforce its place in American — and Canadian — culture over the past 80 decades.
Although the 80th anniversary refers to the soup's launch in the U.S., the release promoting the anniversary is from Campbell Company of Canada, where the chicken noodle variety debuted two years later, in 1936. Reasons: The Toronto plant makes the soup, with noodles also made in Toronto (producing more than 17.7 million cans per year) – and nearly one out of every six Canadian households buys the chicken noodle soup variety.
Fun facts about Campbell's Condensed Chicken Noodle being promoted include that it was originally named "Noodle with Chicken" soup, but was changed to its current name in 1938 as the result of being called "Chicken Noodle Soup" in a popular U.S. radio program. According to Campbell, within days of the radio slip, the company began receiving large retailer orders for the new product, as it began "flying off the shelves."
Also, there are 32 feet of noodles in every can of Chicken Noodle...and it was among the Campbell's condensed soups immortalized in Andy Warhol's "32 Campbell's Soup Cans" paintings.