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Campbell Soup Co. aims for awareness with iAd campaign debut

Campbell Soup Co.?s iAd campaign within The New York Times? iPhone application aims to celebrate all the new products that the brand offers through an interactive experience.

Apple?s iAd network is a game-changer due to its rich-media content, but its $1 million minimum spend is steep for a lot of advertisers. Obviously this is not the case with Campbell's Soup.

?IAd is one of the tools we are using this year to disrupt people's perceptions, bring soup to front-of-mind and celebrate all that is new about Campbell?s condensed soup,? said John Faulkner, director of brand communications at Campbell's Soup, Camden, NJ.

The iAd focuses on Campbell?s new contemporary label design, 21 additional soup varieties with reduced sodium levels and new recipes made easily with the brand?s soups.

The first display banner ad appears at the bottom of the New York Times application. It tells viewers, ?You?re getting warmer.?

When the banner is clicked on, consumers are routed to a full-page ad with a mouth-watering bowl of soup.

The ad then says, ?It is amazing what soup can do.?

The next screen loads and asks consumers to download the Campbell?s Kitchen cooking application.

The aim of the iAd is to increase awareness of what is new and relevant with Campbell's condensed soups and drive trial with a downloadable coupon and recipes, also available through the iAd.

The app
Campbell's Soup recently launched its mobile application for Campbell's Kitchen, which is currently available for iPhone and soon will be available for Android.

Some of the user functionality includes:
- UPC Scan - allows consumers to get recipes when scanning a Campbell's product
- Quick Ideas Search - gives consumers recipe ideas based on a variety of factors such as mood and time
- Shopping List Functionality
- Save to Recipe Box

To date, the application has been downloaded 95,000 times through iTunes.

?The iAd network provides an engaging and surprising interaction with our consumers within the contemporary medium of their phone,? Mr. Faulkner said. ?Campbell's has a long history of advertising firsts from ads appearing in early 1900's trolley cars to radio jingles in the 1930's to innovative TV product integrations in the 2000?s.?

Final take
Giselle Tsirulnik is senior editor at Mobile Marketer