Campbell Soup Co. has unveiled a marketing partnership with animated movie The Tale of Despereaux.
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The campaign will see the red and white labels of participating Campbell’s Chicken Noodle and Tomato soup cans have a “royal makeover” and feature the film’s lead character Despereaux holding a golden spoon.
“The Tale of Despereaux is based upon a beloved children’s book that celebrates soup, while encouraging kids to be brave and adventurous,” said Kim McGough, senior manager of integrated marketing at Campbell. “This partnership is a perfect fit for our condensed soup brand, as we celebrate our brand by deeply investing in the growth and development of kids through a range of education and health and wellness programs.”
The campaign will also see Campbell provide “interactive opportunities” for children as myslurp.com, where kids cane see movies, games and downloads.
The push will also see Campbell supporting the Lollipop Theater Network, a non-profit organisation dedicated to hospitalised children in the US.
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By GlobalData
