Campbell Soup "Despereaux" Display Program
Brand: Campbell Soup Co., Camden, NJ
Display companies: The Zia Agency, Mt. Laurel, NJ; News America, New York
Product: Kids' soups
Displays: Rack headers, side panels, channel strips, combo cards, shelf talkers and case stackers
Key insight: Campbell chose the "Despereaux" movie because it celebrates soup.
Comment: "The Tale of Despereaux" film imagery appeared on all aspects of the retail campaign from (left to right) shelf talkers, header cards and side panels to base wrap and case stackers.
