• by Nina Lentini  @Nina_Lentini, December 18, 2008

In its first partnership with a major movie studio, Campbell Soup is promoting Universal Pictures' "The Tale Of Despereaux," which opens today, on 50 million cans of condensed Chicken Noodle and Tomato soup.

The movie, starring Matthew Broderick, Dustin Hoffman, Emma Watson and Tracey Ullman, is based on a modern fairy tale about a mouse born too brave for his little world.

The soup can labels will feature the film's hero, Despereaux, holding a golden spoon. The story takes place in the mythical Kingdom of Dor, once renowned for its great soups but where soup has become a rare treat.

"'The Tale of Despereaux' is based upon a beloved children's book that celebrates soup, while encouraging kids to be brave and adventurous," said Kim McGough, senior manager of integrated marketing, in a statement. "This partnership is a perfect fit for our condensed soup brand, as we celebrate our brand by deeply investing in the growth and development of kids through a range of education and health and wellness programs."

Campbell's marketing plan includes employee and community involvement, sponsorship of the movie's premiere in New York, online promotion and support of the Lollipop Theater Network.

Campbell is featuring an online promotion at myslurp.com, where kids can embark on Royal adventures. The site features clips from the movie, photos, games and downloads, as well as the Royal Adventure Sweepstakes and Royal Spoon Instant Win Game.