Campbell Soup launches The Wisest Kid in the Whole World advertising campaign, aimed at promoting soup to parents, children; campaign to include TV commercials, print ads, social media
CAMDEN, New Jersey
September 10, 2013
– Multi-Faceted Campaign For Campbell’s® Condensed Soup Reveals The Wisest Kid and His Secrets to Kid Contentment
Campbell Soup Company (CPB) today announced that it has “discovered” The Wisest Kid in the Whole World™, an eternally eight-year-old boy who embodies the collective wisdom of kids everywhere. The young guru will offer lighthearted advice to parents and help people see the wisdom of eating Campbell’s® Condensed soup.
Through a series of TV commercials, print ads and social media, The Wisest Kid in the Whole World will offer suggestions to parents about what makes kids happy, especially around mealtime. This campaign is grounded in research that confirms that among all their mealtime options, kids rank soup among their favorites. The Wisest Kid in the Whole World offers kid-friendly recipes, mealtime tips and more to help parents avoid the “mealtime dilemma.”
Parents turn to many sources for advice about kid contentment, but the “discovery” of The Wisest Kid in the Whole World speaks to a universal truth: if you want to know how to make kids happy, simply ask a kid. But don’t ask just any kid; ask The Wisest Kid in the Whole World.
“Soup is one of kids’ favorite meals—any time of day. With the help of The Wisest Kid in the Whole World, Campbell will remind parents that kids love soup—slurping noodles, dunking sandwiches, spelling words, scooping up veggies,” said Ed Carolan, President of U.S. Retail for Campbell Soup Company. “We want to build on the strong connection Campbell has with parents and kids in a new way with strong creative visuals and engaging digital elements. The Wisest Kid in the Whole World campaign is designed to prompt parents to think about Campbell’s Condensed soup in a contemporary fashion.”
Interacting with The Wisest Kid in the Whole WorldTM
Campbell will bring this boy guru to life in a variety of ways:
About Campbell Soup Company
Campbell Soup Company is a manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” “Bolthouse Farms,” “Plum Organics” and “Kjeldsens.” Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard & Poor's 500 and the Dow Jones Sustainability Indexes. For more information, visit www.campbellsoupcompany.com or follow company news on Twitter via @CampbellSoupCo.
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