CAMPBELL LAUNCHES CANADIAN CREATIVE FEATURING CAMPBELL KIDS
By Adnews Staff
Toronto-based Campbell Soup Company Ltd. will release the first of two new 30-second television commercials for the Canadian market on Monday featuring the Campbell Kids characters. Based on a theme of healthy eating, these spots are the first Canada-specific creative to use the characters. The Campbell Kids were created in 1904 by Grace Gebbie Drayton, wife of advertising executive Theodore Wiederseim. Until now Canadians have only seen the Kids in U.S. spill-over television advertising. The ads combine live action and animation. In the first spot, "Mom's Secret", a young boy complains about vegetables, telling his mother "I can't do the vegetable thing" and "I'm not a rabbit" while eating a bowl of vegetable soup. The animated Campbell Kids end the spot with the line "A full serving of vegetables in every bowl of Campbell's Vegetable Soup. M'm! M'm! Good!" The second spot, "Compliments to the Chef", will be released on September 10. In it, a husband asks his wife, who is eating a bowl of soup, if she is on a diet. The Campbell Kids end the ad with the line "Only 125 calories and 3 grams of fat in many of your Campbell's Soups. M'm! M'm! Good!" English-language television advertising will be accompanied by POP materials also displaying the Campbell Kids. A third television spot will follow in November for Campbell's Ready-to-Serve soup line. Advertising for Campbell's Soup is done by BBDO of Toronto. Public relations are handled by Environics Communications, also of Toronto.