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Campbell's Soups Up With New NFL Marketing Deal

June 5, 2010: Campbell Soup said it has renewed its marketing deal with the NFL, signing on for another three years. Under the deal, Campbell's Chunky brand remains the "official soup sponsor of the NFL” and the company is also the "official chili sponsor" of the league through the 2012 season.

Financial terms were not disclosed. Campbell’s Chunky soup has been an official sponsor of the NFL since 1997.

Prior to 2009, NFL players had been prominently featured in Chunky soup marketing for more than a decade.

In 2007, eight NFL stars, the largest contingent of league players to participate in a Chunky" soup campaign, and their moms were all part of the "Mama's Boys" marketing effort: LaDainian Tomlinson, Jonathan Vilma, Larry Johnson, Maurice Jones-Drew, DeMarcus Ware, Devin Hester, Todd Heap and Matt Hasselbeck . Campbell's ended its "Mama's Boys" campaign when the brand focused solely on LaDanian Tomlinson, then with the San Diego Chargers (now with the New York Jets). In 2009, the brand did not use NFL players in ads, instead focusing on guys who did tough jobs. The 2010 campaign has not yet been revealed. Lead agency is Young and Rubicam, New York.

A "Click for Cans" efforts encourages consumers to vote for their favorite team, with the winning squad being able to donate Campbell's Soup cans to the charity of their choice. In 2009, the Green Bay Packers won and donated 18,000 cans of soup to Feeding America.

“We are excited to renew a sponsorship that has been effective for the Chunky brand for more than a decade," Michael Barkley, Campbell’s vp-ready to serve soups, said in a statement. "The NFL has been wonderfully supportive in the past and as we go forward, we are confident that our relationship with the NFL will continue to help us position the Chunky brand as a hearty and nutritious meal-time option."

According to Barkley, the NFL will be "an important component in our marketing plans next season.”

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