Campbell Soup Co. will bring Batman into 7,000 supermarkets in first-quarter 2006.
Campbell will install floor graphics in January and run FSIs touting the latest character tie-in for its kids’ soups. Campbell licensed Batman in its first-ever deal with Warner Bros. and DC Comics. The soup maker also has licensing deals with Nickelodeon for Jimmy Neutron and Dora the Explorer.
Campbell’s integrated marketing team handles licensing deals. Ryan Partnership, Westport, CT, handles the floor graphics.
Most of Campbell’s marketing for kids supports Chicken Noodle and Tomato soups and SpaghettiOs, but “this is a way to call out the licensed characters at point of sale,” said Campbell spokesman John Faulkner.
Through yearend, Campbell’s holiday marketing centers on cooking soups and Swanson’s broth.
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