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Campbell Reinforces Commitment to Helping People Get More Vegetables with V8® Juice


Partnership with Produce for Better Health Foundation and New Ad Campaign Encourage People to Rethink and Drink Their Vegetables

CAMDEN, N.J. - Campbell Soup Company (NYSE: CPB), the maker of V8® juice, is teaming up with Produce for Better Health Foundation (PBH) to help teach people about great-tasting and simple ways to get more vegetables in their diet every day. Eating enough vegetables is critical to promoting good health, including reducing risk factors for heart disease and obesity, two of the nation’s biggest public health issues. Yet, seven out of 10 Americans don’t meet the recommended average of five servings of vegetables a day. 1-2

Addressing this “vegetable gap” is the mission of PBH, which partners with the Centers for Disease Control and Prevention to help educate people about the importance of eating vegetables and fruit through its “More Matters” campaign. PBH says two primary reasons many people fail to get enough vegetables are taste and convenience. Drinking vegetable juice may help overcome those barriers. In a recent study conducted by University of California, Davis researchers, people who drank V8 juice reported they enjoyed it as a way to get their vegetables. And, nine out of 10 said they felt they were doing something good for themselves.3

“Vegetables come in all shapes and sizes - what’s important is to find the ones you enjoy because you are likely to eat more of them and develop long-term, healthy eating habits,” said Elizabeth Pivonka, PhD, RD, President of Produce for Better Health Foundation. “Taking small steps such as including 100% vegetable juice throughout your daily routine can add up to big changes in your overall diet and, ultimately, total health. What’s great about V8 juice is that there are so many options to choose from to meet a variety of tastes and hectic lifestyles.”

A primary goal for PBH for its “More Matters” campaign is to remind people that all forms of vegetables and fruit count toward meeting the government recommendation: whether fresh, canned, frozen, dried or 100 percent juice. Through this initiative, PBH helps spread the word to schools, supermarkets and health professionals with everything from tips to recipes.

New V8 Ad Campaign Shows Daily Servings Really “Count”
To further encourage people to get their vegetables, the makers of V8® products are launching a new ad campaign to reinforce how all forms of vegetables “count.” The ads include a “vegetable counter” that appears over the heads of men and women, showing how drinking V8® 100% vegetable juice helps them get closer to those all-important five servings. In fact, one 12-ounce bottle of V8 100% vegetable juice provides three of the recommended five daily servings.

The campaign, created by Young & Rubicam, New York, will include five 15-second spots and one 30-second television spot. The new campaign is the latest chapter in a rich history of award-winning advertising dating back to the 1960s that reminds people about the importance of getting their vegetable servings.

For more than 75 years, V8 juice has been committed to providing great-tasting and convenient ways to help people get more vegetables in their diet every day. The portfolio of products includes V8 100% vegetable juice, V8 V-Fusion® 100% juice and Campbell’s® V8® soups.


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