Campbell's Stirs Up Thanksgiving Tradition

Campbell Soup Co. and Reckitt Benckiser's French's reheated an annual alliance to promote their best-selling Thanksgiving dish, "Green Bean Casserole."Started by Campbell in 1955, the recipe unites Campbell's Cream of Mushroom soup with French's French Fried Onions. The brands co-star in TV and print ads created by BBDO, New York, and also shared a Nov. 11 FSI featuring coupons and the casserole recipe. (See "FSI Report: Nov 11 ..." in Related Articles.) Co-branded SmartSource aisle violators and French's shippers support in stores. Although the recipe does not identify a specific green bean vendor, some grocery retailers have designated Del Monte as the unofficial partner in promotional and cross-merchandising activit led by endcap and center-aisle displays. Supervalu's Cub Foods, for instance, awarded free SKUs of Del Monte, Campbell's and French's with purchase of a casserole dish.Among account-specific activity, Wal-Mart merchanded the two brands -- along with Del Monte -- on upfront "Rollback" shelves, case stacks and four-ways in Action Alley. Sister chain Sam's Club featured the recipe in "Holiday Taste" sampling events on Nov. 16. Elsewhere, Publix placed special Campbell's P-O-P vehicles and offered $2 off a casserole dish with loyalty-card purchase of eight Campbell's soup cans. Some other retailers pitched private-label "interpretations" of the recipe: Supervalu's Acme offered a free can of store-brand Cream of Mushroom soup with purchase of Del Monte Green Beans, featuring the products in a recipe in Nov. 18 circulars. Meijer awarded free SKUs of store-brand soup, French onions and green beans with any purchase of Pedrini ceramic bakeware.Meanwhile, Campbell is pushing other seasonal bestsellers, Swanson Chicken Broth and Pepperidge Farm Stuffing, with stand-alone promotional materials as well as co-operative activity. Swanson shared a page in Nov. 11 FSIs with the Green Bean Casserole promotion, offering a recipe for Moist & Savory Stuffing, and touts new 48- and 16-ounce cartons on SmartSource aisle violators. Pepperidge Farm has deployed freestanding displays with the message, "Bringing Joy to the Holidays." H-E-B hosts an overlay, awarding a $1 coupon for Pepperidge Farm stuffing with purchase of any four Cream of Mushroom or Swanson products. (See Related Articles.) The offer appeared in November Showtime circulars alongside a recipe for Swanson Sausage & Apple Stuffing.Campbell's, French's and Del Monte SKUs also have been clustered with other holiday ingredients -- such as Kraft Foods' Stove Top stuffing and Ocean Spray cranberry sauce -- on primary displays at Target, Wal-Mart, Safeway and other retailers.

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