Campbell and Gold Medalist Promote Education

Aug 21, 2002

Campbell Soup has formed a partnership with Olympic Gold Medalist Sarah Hughes to support education in the Campbell’s Sarah Hughes Scholarship instant win game. The game will award a total of $300,000 in scholarships, plus 7.5 million bonus labels good for free educational merchandise through Campbell’s Labels for Education program.

17-year-old figure skater, who will be pictured on more than 150 million labels
of Campbell’s Chicken Noodle Soup, also will become the first Ambassador for
Labels for Education, the longest running label redemption program benefiting
schools. The partnership will be announced at an assembly at the Henry Highland
Garnet School in Hughes’ home state of New York. Campbell will donate $10,000
in educational equipment to kick off the school’s 2002 label drive.

The instant win game will run September 2002 through January 2003, or while the special labels last. Every Campbell’s Chicken Noodle soup label featuring Hughes is also worth double value for the Labels for Education program.

Moderator Comment: In general, will co-marketing a cause-related promotion such as Campbell’s Labels for Education program do more for a retailer’s bottom line than the typical price-off and/or prize contest promotions?

Thirty years into the program, Campbell’s and its retailer
partners must be pretty happy with the results so far. [George
Anderson – Moderator

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