Campbell Soup Company: Advertising

There were many reasons for Campbell’s rapid and consistent growth, but, most important, the company knew how to advertise and market its products. Newspaper and streetcar advertising was initially used, followed by magazine advertising, which gave Campbell’s much broader exposure. Its major advertising image was the Campbell Kids, created by Grace Drayton in 1904. The company advertised extensively in newspapers and magazines and on radio and television when the Depression hit in the 1930s, and the company’s advertising budget shot up to $3.5 million. During the 1930s, the Campbell Soup Company introduced the jingle “M’m! M’m! Good!”