Campbell Soup Sticks the Partner Label on Retailers

Campbell Soup Co. continues to rally retailer support for a back-to-school campaign centered on its Labels for Education loyalty program. The promotion, which features a sweepstakes awarding 60 "Action Adventure" family cruises, launched through an FSI event on Aug. 8. (See Related Articles.) The 30-year-old Labels for Education program allows members to collect labels that can be redeemed for supplies for local schools. More than half of the company's retail partners are on board with custom overlays, according to a spokesperson. A number of chains use the program to enhance their own education-related loyalty programs. For the past three years, for instance, Campbell has partnered with Kroger for a Make Your School Really Cool overlay. Members of the retailer's loyalty card program who purchase 25 participating Campbell products during an eight-week period (the dates vary by chain) receive 500 bonus labels. Participating products include condensed and Healthy Request soup, Pace salsa, Prego sauce, Swanson broths and V-8 juice. Chicken Noodle soup, Spaghettios and Pepperidge Farm Goldfish get heavy support throughout the Action Adventure promotion. Support for the program includes in-store radio ads, pallet wraps, shelf talkers, and header cards, along with direct mail to 4,000 schools. Wilton, CT-based Ryan Partnership's Minneapolis office handles the effort, including P-O-P, for Campbell. Additional retailer support for Labels includes: ShopRite hosts a sweeps offering 500,000 bonus labels as grand prize. Entry is through Sept. 15. Ten first-place prizes of 50,000 bonus labels will be awarded. A feature ad in ShopRite's circular spotlights the program. Pathmark teams with Campbell's for a sweeps awarding 100,000 bonus labels to one shopper each week for 10 weeks. Entry is at pathmark.com. The promotion was featured in the chain's weekly circular. H-E-B hosts an overlay to the Action Adventure sweeps. (See "H-E-B Takes Three ... " in Related Articles.) Meijer offers 200 bonus Labels for Education with the purchase of five participating items from Campbell's. In other news, Campbell this fall hosts a national teen essay contest awarding a $100,000 scholarship. The essay contest will be integrated into the plotline of NBC drama American Dreams. The grand-prize winner and a friend will receive a walk-on role in the show and one million bonus labels. Support will include an FSI, shelf talkers, header cards and tearpads.

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