Campbell Soup Co.

When not being used by an inquiring shopper, the Campbell Vision unit serves as an electronic billboard.

Terry Atkins, director of promotions -- soup for the Campbell Soup Co., is responsible for the in-store efforts for all of the company's soup brands.

After more than 125 years it seems fair to assume that the people at the Campbell Soup Co., Camden, N.J., know something about selling soup.

The tremendous potential of advertising to increase the usage frequency of consumer packaged goods has been largely unexplored by researchers and has been haphazardly explored by practitioners.

A past look at the unresolved future of retail marketing

"We're having a little bit of trouble keeping [the standee] in the stores," says a Campbell's spokesman. "People want to take them home."

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.

Healthy Request soups warm consumers' stomachs, as well as Campbell's and retailers' pocketbooks when merchandised with end-aisle displays.

As part of Campbell Soup's largest promotional program, the marketing goal was to promote collecting soup labels at back-to-school time.

New type of cooler display was first used for Campbell's salads, now is helping sell Marie's dressings.