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Campbeil said that commuters emerging from the 7th Avenue Subway station at 53rd Street in New York are asking themselves how a young boy could be slurping a giant noodle from a bowl of soup in a billboard below his New York apartment. The noodle and child are actually part of an outdoor advertisement marking the 75th anniversary of Campbell's Chicken Noodle soup--America's favorite soup.
In bigger-than-life Times Square style, the new billboard highlights the fact that each can of Campbell's Chicken Noodle soup is made with over 32 feet of fresh egg noodles.
"We wanted to remind people how the soup they love more than any other is full of the stuff they love most," said Eric Christianson, Business Director, Campbell's condensed soups. "Our television commercial, 'Slurp', as well as our print ads use the billboard and giant noodle imagery to drive home the value we offer in each can. It just made sense to bring that same idea to life with a real billboard above one of the busiest intersections in the world."
The out-of-home ad consists of a mesh billboard featuring the image of a 27-foot wide bowl of Campbell's Chicken Noodle soup, a 54-foot noodle that winds out of the bowl and then rises three stories up the side of the building to a window unit featuring a mannequin of a young boy slurping the noodle from the bowl. The billboard will be seen by an estimated 1.5 million people walking along 7th Avenue at the 53rd Street intersection during a four-week period.
"The idea was just right," said Christianson. "And the timing couldn't be better - it's soup season in New York City."
BBDO-New York developed the advertising campaign for Campbell's Chicken Noodle soup that is currently on television, in print and online. The noodle and mannequin were crafted by Traction Creative, Lancaster, Pa., which specializes in developing signature outdoor advertising elements. Once on site, the billboard components were installed in under five hours.
Campbell Soup Company is a global manufacturer and marketer of foods and simple meals, including soup, baked snacks, and healthy beverages.
((Comments on this story may be sent to newsdesk@closeupmedia.com))
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