Campbell To Boost Ad Spending For Non-Soup Brands In Fiscal 2002.(Campbell Soup Co.)(Brief Article)(Statistical Data Included)

Food Institute Report, The, March, 2001

Faced with pressure from stockholders to turn the company around, Campbell Soup Co., Camden, NJ, has pledged to rev up advertising and consumer spending for its U.S. sauces and prepared foods brands in fiscal year 2002, just as it recently did with soup and Pepperidge Farm, reported Advertising Age (Mar. 12). In 2000, Campbell spent a mere $3.3 million on its Franco-American brand, $1 million on the Pace brand, and a paltry $489,000 on its Prego brand, according to Competitive Media Reporting.

Campbell will triple the total for just one line, with the $15 million launch this May of Prego Pasta Bakes, a four-variety line of concentrated pasta sauce that, paired with water, uncooked pasta and cheese, makes an easy-bake eight-serving casserole. Aside from the...

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