Campbell Soup Ships Nancy Kerrigan Standees

Well before the lives of figure skaters became the subject of household discussion, Campbell Soup, Camden, N.J., had already chosen Nancy Kerrigan to illustrate the "Power of Soup."Beginning in January, grocers were supplied with a statuesque standee of Kerrigan through Campbell's EADS program. An acronym for End Aisle Display Shipment, the EADS program is operated through local Campbell's sales representatives.An ongoing program, EADS is tailored to a number of different promotions -- the Power of Soup campaign being one of them. "It's an instant display," says Campbell's director of public information, Kevin Lowrey. "A pallet of product is literally driven into the store and plopped down," he explains. "It saves the retailer the time and money of having to build the display."The standee debuted in time for the Winter Olympics and will continue to be used throughout the spring months in conjunction with Campbell's sponsorship of the 1994 Olympic and World Figure Skating Championship Tour.A sweepstakes to win a trip to next year's World Figure Skating Championship is built around the display."The response so far from the trade has been fantastic," Lowrey reports. This is Campbell's fifth year sponsoring the tour. "The program just builds and builds," he says. "This standup is part of our building upon it." The tour covers 80 shows in 65 markets. "Tickets this year have sold out in a day in pretty much all 65 markets," he notes."There was a great deal of interest surrounding the Olympics," says Lowrey, "even before the world of figure skating became household discussion." Since having been assaulted, allegedly at the instigation of a competing skater, Kerrigan is particularly talked about."We're having a little bit of trouble keeping [the standee] in the stores," Lowrey comments. "People want to take them home." If the standees continue to disappear, the possibility exists that more will have to be reordered. He notes that historically, many Campbell's advertisements have become collector's items.The cut-out is part of a larger "desire to bring our advertising in store," Lowrey says. Noting that the soup maker has to date done "nothing on this level," Lowrey says, "we are going to be doing more in-store promotion. Our goal will be to bring all our advertising from the 'Never Underestimate the Power of Soup' campaign in store."

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