Despereaux, pushing cheese
Campbell Soup Company entered into its first-ever major movie partnership — with Universal Pictures' animated adventure film The Tale of Despereaux — for its condensed soup brands, reports Retailer Daily.
Based on an award-winning book by Philadelphia's Kate DiCamillo, The Tale of Despereaux takes place in the mythical Kingdom of Dor, once world renowned for its great soups, but where soup has now become a rare treat. The film hit theaters nationwide on Friday (Dec. 19).
Campbell's marketing plan includes online promotion (including a website for kids), on-pack promotion on 50 million labels of participating Campbell's Chicken Noodle and Tomato soup cans, employee and community involvement, sponsorship of the New York premiere, and support of a nonprofit serving children.
The company also launched a vigorous ad campaign against rival Progresso Light soups, after the General Mills product won endorsement from Weight Watchers. Part of Campbell's marketing effort included a coupon offer to younger consumers.
The new marketing effort includes an interactive site for kids at myslurp.com and support for the Lollipop Theater Network, a nonprofit "dedicated to bringing movie magic to hospitalized children nationwide," Campbell's said.
myslurp.com features clips from the movie, photos, games and downloads, as well as the Royal Adventure Sweepstakes and Royal Spoon Instant Win Game.
Campbell's Chicken Noodle and Tomato soup cans have undergone a makeover and now feature the film's virtuous hero, Despereaux, holding a golden spoon.
Campbell also cosponsored the New York premiere of "The Tale of Despereaux." Several of the film's vocal talents–Matthew Broderick (Despereaux), Kevin Kline (Chef Andre) and "The Narrator" Sigourney Weaver–took to the spirit of the holidays and signed special Andy Warhol-designed Campbell's soup bowls to be auctioned off to benefit the Lollipop Theater Network.
As part of its charity efforts, Campbell's also made a 1,000-can donation of the specially labeled "Despereaux" cans to the Food Bank of New York City.
Finally, Camden, NJ elementary school students enjoyed a helping of soup and storytelling at Campbell World Headquarters when the company celebrated Royal Soup Day on December 12, featuring a reading of "The Tale of Despereaux" by author DiCamillo, a visit from Despereaux himself, as well as Royal Soup Day crafts and activities.
