What’s up with those Campbell’s Soup ads?

October 2, 2008

For the past two Wednesdays, I’ve clipped full page Campbell’s Soup ads attacking Progresso soups for containing MSG (mono-sodium glutamate) and Datem (di-acetyl tartaric ester of monoglyceride) whereas the ads say Campbell’s Select Harvest soups only have “Real ingredients. Real taste.”  In February this year, Campbell’s announced it was cutting down on the salt, a good thing given that a can typically contains two full grams of sodium if you eat the whole thing, and many of the company’s soups still do.  The Select Harvest soups cut that down by half.    But why the attack on Progresso (owned by Betty Crocker/Pillsbury/Diagio)?  Brandweek says it’s about sales competition.  Maybe Progresso soups taste better?  Does anyone know the story on this?


4 Comments

  1. I have the impression that Progresso is widely considered to be the best-tasting canned soup. When I saw this ad, I assumed that Campbell’s is trying to move into the “deluxe soup” niche with their new brand - they are obviously trying to compete with whatever spot Progresso holds in the consumer mind.

    Anyway, I thought the ad campaign was brilliant.

    Comment by Rebecca Blood — October 2, 2008 @ 5:11 pm

  2. […] fascinated by the “Soup Wars” (see previous post).  The entire back page of the front section of today’s New York Times is a Progresso ad, […]

    Pingback by What to Eat » Campbell’s v. Progresso, continued — October 8, 2008 @ 7:39 am

  3. Simple fix to this - buy fresh vegetables and make your own soup with no MSG, HFCS, etc., and I’m sure better tasting than either Campbell’s or Progresso’s

    Comment by Jeff — October 8, 2008 @ 9:00 am

  4. Campbell’s Select Soups are really good! Way better than progresso and they have have the salt and you can read the label. progresso looks to be on the run.

    Comment by billy Butler — October 10, 2008 @ 8:33 pm

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