Campbell Soup Company: Soup Is Good Food campaign
Judson KnightOverview
By the early 1980s the Campbell Soup Company had been selling its line of condensed soups for more than eight decades. Along the way Campbell had become the unquestioned leader in its market segment. Its advertising had used a number of themes, including "M'm! M'm! Good!," a campaign handled for many years by Batten, Barton, Durstine & Osborne (BBDO) Worldwide. Beginning in 1980, however, the company undertook a broader, nutrition-based approach, in a campaign managed by Backer & Spielvogel: "Soup Is Good Food." The campaign continued, with variations, through...