• Advertising Age, Wednesday, December 24, 2008 10 AM

Campbell Soup has stayed away from movie partnerships for years, but when "The Tale of Desperaux," an animated film about a kingdom built around the love of soup, came around, it seemed like a good time to establish some Hollywood connections.

The result is an integrated marketing campaign built around an animated TV spot from BBDO, in-store displays, newspaper coupons and "Desperaux" signage on 50 million soup cans. A video game at kid-themed MySlurp.com, encourages youngsters to enter proof-of-purchase codes and play for a chance to win a variety of prizes. Campbell is using the opportunity to specifically promote its condensed chicken-noodle and tomato soups.

In addition, Campbell sponsored the movie's New York premiere. The company also made a 1,000-can donation in Desperaux's name to the New York City Food Bank, and held a reading in New Jersey in which "Desperaux" author Kate DiCamillo read the book to local children.

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