Iconic Campbell’s® Soup Can Changes Legendary Colors For Breast Cancer Awareness Month

Soup’s On To Support Breast Cancer Awareness Initiatives Nationwide

Campbell Soup Company will be lining grocery store shelves nationwide this October with its limited edition pink and white cans of condensed soup in support of National Breast Cancer Awareness Month. Campbell has dramatically expanded the campaign from its debut last year, as 14 million specially-dressed cans of iconic “Campbell’s” Chicken Noodle and Tomato soups, the two top selling condensed soup varieties, will be available from retailers across the country during the month of October.

Campbell has pledged to donate $300,000 to help support breast cancer research, education, screening, and treatment to a number of breast cancer awareness initiatives. Susan G. Komen for the Cure, breastcancer.org, and Giving Hope a Hand, The Kroger Co.’s corporate women’s health initiative, which assists regional breast cancer organizations nationwide, will each receive donations that will go toward raising awareness for breast cancer through early detection, diagnosis, and treatment.

“Campbell’s” pink and white cans will be available at grocery stores nationwide beginning October 1 and will be comparably priced to the traditional red and white labeled varieties of Chicken Noodle and Tomato soups, which will remain on shelf. The company’s donation is not linked to purchase price, soup unit sales, or retailer order and display levels.

This year, the company has doubled the number of limited edition “Campbell’s” condensed soup cans in order to ensure availability in grocery stores nationwide. Another notable change to the iconic can for the month of October is the addition of a pink ribbon, the traditional symbol used to signify support of breast cancer awareness. The ribbon will replace the “Campbell’s” gold medallion, which commemorates the medal awarded to Campbell chefs for excellence at the Paris Exposition in 1900.

One of the most recognizable American brands, “Campbell’s” has rarely changed the design of its iconic red and white can since its inception more than a century ago. Last year, Campbell partnered on an exclusive basis with The Kroger Co. to sell a limited number of pink and white labeled cans in support of National Breast Cancer Awareness Month.

“Campbell Soup Company is honored to do its part to help support breast cancer research and help educate women about early detection, diagnosis and treatment of breast cancer,” said Chris Slager, Vice President, “Campbell’s” Lighter Soups. “This disease affects the lives of so many women and families across the country, many of whom purchase and enjoy our soups, so we’re proud to help raise awareness and make direct contributions to help find a cure.”

“For the past 25 years, Susan G. Komen for the Cure has been on a mission to end breast cancer forever,” said Katrina McGhee, vice president of marketing for Susan G. Komen for the Cure. “Cause-related marketing programs such as Campbell’s pink can program are an integral part of that mission, helping us reach millions of consumers with life-saving breast health messages and providing funds that support breast cancer research and community outreach programs.”

“Serving millions of women annually, breastcancer.org is the premier Internet source for helping patients and survivors manage their breast cancer experience with confidence, said Dr. Marisa Weiss, President and Founder of breastcancer.org. ”We’re honored to partner with a company like Campbell, which is uniquely able to create awareness for the cause with its iconic brand"

In addition to its support of breast cancer research, Campbell supports numerous community initiatives including “Campbell’s” Labels for Education™, a school fundraising program that is the longest-running redemption program of its kind, benefiting more than 42 million students; “Stamp Out Hunger,” the nation’s largest one-day effort to combat hunger with the National Association of Letter Carriers; “Shaping America’s Youth,” a national nutrition and wellness program dedicated to helping build healthy lifestyles; and the “Campbell’s Chunky”/NFL “Tackling Hunger” program that aims to help fight hunger in America by generating awareness of the issue of hunger in America, as well as providing much needed food donations to food banks across the country.