Special-edition soup for Campbell's

Campbell's Soup issued a special-edition package for its Tomato Soup in March that's raising excitement with special-edition cans designed to remind consumers of the source and quality of their ingredients. For more than 70 years, the Campbell Soup Co. has cultivated seeds that American farmers use to grow tomatoes for its soups. Believing that quality ingredients are grown from the ground up, Campbell's launched the program, entitled, “Help Grow Your Soup” program, offering free packs of seeds with the purchase of one can of soup. Campbell's donated the seeds to plant gardens in urban communities and schools in support of the National FFA Organization (formerly known as the Future Farmers of America). Can label graphics, designed by Anthem Worldwide, a Schawk Strategic Design co. (http://anthemww.com), maintain the soup's core messaging along with sparking new interest in where quality food comes from and what consumers can do to participate in its program. The results have a forward-looking approach, embracing simplicity, wholesome ingredients and a temporary new twist to the iconic label elements. Offset-printed by Hammer Packaging (www.hammerlitho.com) in six colors with U.V. ink and coatings, the labels are in line with Campbell's mission to nourish people's lives everywhere, every day. “It isn't every day that Campbell deviates from its known tradedress, but there are times when it makes sense, validates an important idea and brings attention to a good cause,” says Darralyn Rieth, director of global design at Campbell Soup. “Anthem's design rises to this rare occasion and accomplishes the objectives.”