Campbell Soup Company and The WB's ''7th Heaven'' Team up for a November Sweeps Integration; Campbell's Labels for Education to be highlighted in three episodes

Business Wire, Nov 7, 2005

CAMDEN, N.J. -- Campbell Soup Company (NYSE:CPB) announced today that it will partner with The WB's "7th Heaven" for a product integration opportunity in three of the show's episodes during November sweeps. The show's storyline will feature Campbell's(R) Labels for Education(TM) program and Campbell's products, including the company's condensed Tomato and Chicken Noodle soups and its new microwaveable bowl versions of these favorites. The episodes begin to air on Monday, November 7 (8/7 pm Central).

Now in its tenth season, The WB's "7th Heaven" is the network's leading drama. In the story line featuring Campbell's, Ruthie Camden (Mackenzie Rosman) will enlist the help of her family and friends to collect numerous labels from Campbell products for a Labels for Education drive being conducted to benefit the school newspaper. The newspaper is collecting labels towards the goal of getting a new computer, while Ruthie has hopes of getting noticed by the newspaper's editor, Jack (guest star Garrett Strommen).

The integration into the story line will be just one element of the promotion, as it will be highlighted across multiple channels. It will also be featured on specially labeled family size cans of Campbell's Chicken Noodle soup and in print advertising, promoted on cable, and will be included in features on both Campbell's and The WB's websites. The promotion will also be supported through a full page free standing insert (FSI) on November 6. There will also be public service announcements from the series' stars encouraging fans to help their schools by participating in the Campbell's Labels for Education program. The program integration was negotiated by Campbell's media communications agency, Mediaedge:cia.

"We feel that '7th Heaven' is a great fit to highlight the importance of our Campbell's brands, including our Labels for Education program," said Eric Christianson, senior brand manager, Campbell Soup Company. "This partnership allows us to uniquely promote the many possibilities of Campbell's products that consumers love and a program that makes a difference in thousands of schools each year."

"This partnership allows us to celebrate the show's accomplishment of becoming the longest running family drama in television history with its tenth season, while also showcasing Campbell's and '7th Heaven's' commitment to education," said Michael Roberts, Executive Vice President, Current Programming, The WB. "Innovative alliances like this allow us to create a better product for our viewers. In fact, we have also been able to add three talented minority writers to the show as a result of this relationship."

About Labels for Education

Labels for Education was established in 1973 and is the longest-running redemption program of its kind. To date, nearly $105 million in educational merchandise has been redeemed through the program. By participating in the program, schools can earn computers, software, sports equipment, educational videos and even passenger vans. In 2005, Labels for Education became a proud sponsor of the National PTA. For more information, log onto www.labelsforeducation.com or call 800-424-5331.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of high quality simple meals, including soup, baked snacks, vegetable-based beverages, and premium chocolate products, with annual revenues in excess of $7.5 billion.

Founded in 1869, the company has a portfolio of more than 20 market-leading brands, including "Campbell's," "Pepperidge Farm," "Arnott's," "V8," and "Godiva." For more information on the company, visit Campbell's website at www.campbellsoupcompany.com.