Campbell Soup Embarks on First Major Movie Tie In
Campbell Soup has millions of soup cans in circulation with on-pack codes that can entice people to buy the product to enter a sweepstakes.
Codes found on the bottom of any Campbell’s soup can—including those with the new labels tied to the Universal Pictures film, “The Tale of Despereaux”—can be entered to win. The grand prize is a seven-night Caribbean cruise for six and $1,200 in spending money. Other prizes include the Wii system, $100 American Express Gift Cards and iPod Shuffles, among others.
At www.myslurp.com, visitors will find the Royal Adventure Sweepstakes and Royal Spoon Instant-Win Game, as well as clips from the film photos, games and downloads.
The Universal Pictures deal marks the first time Campbell has entered into a major movie partnership. About 50 million labels of Chicken Noodle and Tomato Soup feature images of the film’s hero, Despereaux holding his golden spoon.
The film, which opened last week, is based on the Newberry Medal-winning children’s bestseller. It retells the tale of a small mouse born too brave for his little world with several unlikely heroes discovering that what you look like doesn’t equal who you are.
The campaign also includes employee and community involvement, support of the Lollipop Theater Network and an online promo.
