With Universal Pictures’ animated feature The Tale of Despereaux hitting theaters across the US today, Campbell’s Soup Company has come aboard as a promo partner, the first major movie partnership for the company.
The deal sees Campbell’s releasing a special on-pack promotion on 50 million labels of its Chicken Noodle and Tomato soup, with the the film’s main mouse Despereaux pictured holding a golden spoon. The soup labels contain special codes that kids can enter on Campbell’s new kid-centric website www.myslurp.com to win a ‘Royally Cool Cruise.’ The movie, based on Kate DiCamillo’s award-winning book, proves a good fit for the food company as it takes place in the Kingdom of Dor, a land once known for its soups where soup has since become a rare treat.
Campbell’s, which stated that it’s investing in growth and development of kids through educational and health programs, has also posted clips, photos, games and downloads based on the movie to MySlurp. The company is also supporting the Lollipop Theater Network, which screens films to children confined to hospitals with chronic or terminal illnesses.