• Adweek, Wednesday, September 8, 2010 11:42 PM

Campbell Soup kicked off the first umbrella campaign for all of its U.S. soups. Campbell is spending more than $100 million on the new effort, significantly more than what it had spent on individual campaigns in the past. According to Nielsen, the company spent $236 million advertising its U.S. soup business last year, excluding online, and $97 million through June of this year.

The effort, which spans television, print, radio, online and in-store media, is part of the soup maker's strategy to reposition its products in the simple meals category. The first spot denotes that eating Campbell's contributes to a healthier lifestyle, since the soups offer "good nutrition, energy [and] farm-grown ingredients," Tim Allen, who lends his voice, says. Tuesday's page takeovers on major portals -- namely AOL, Yahoo and MSNBC.com -- introduce the campaign's new tagline: "It's amazing what soup can do."

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