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History of Campbell Soup
1869, Ulysses S. Grant was sworn into the Presidency and the
last stake was driven into the transcontinental railroad. That
same year, two men — a fruit merchant named Joseph Campbell and
an icebox manufacturer named Abraham Anderson — shook hands in
Camden, New Jersey, to form a business that would one day become
one of the most recognized in the world and serve as a symbol of
Americana: Campbell Soup Company. Originally called the Joseph
A. Campbell Preserve Company, the business produced canned
tomatoes, vegetables, jellies, soups, condiments, and minced
meats. In 1897, a major milestone occurred when Arthur Dorrance,
the general manager of the company, reluctantly hired his
24-year-old nephew to join the company. Dr. John T. Dorrance, a
chemist who had trained in Europe, was so determined to join
Campbell that he agreed to pay for laboratory equipment out of
his own pocket and accept a token salary of just $7.50 per week.
Dr. Dorrance quickly made his mark on
history with the invention of condensed soup in 1897. By
eliminating the water in canned soup, he lowered the costs for
packaging, shipping, and storage. This made it possible to offer
a 10-ounce can of Campbell’s condensed soup for a dime, versus
more than 30 cents for a typical 32-ounce can of soup. The idea
became so hot with Americans that in 1922, the company formally
adopted "Soup" as its middle name.
helped trumpet the benefits of soup to consumers and contributed
to the success. In 1904, the cherubic Campbell Kids were
introduced in a series of trolley car advertisements, as a way
to appeal to working mothers. Around this same time, the first
magazine print ad boasted 21 varieties, each selling for a dime.
In the 1930’s, Campbell entered into radio sponsorship, using
the familiar "M’m! M’m! Good!" jingle to captivate listeners.
When television made its way to American homes in the 1950’s,
Campbell introduced TV commercials, and some 40 years later, the
Campbell Kids were found dancing to rap songs on the small
screen. Today, Campbell remains one of the leading advertisers
in the US.
Many familiar aspects of the Campbell’s brand are rooted in
history. In 1898, a company executive named Herberton Williams
attended the traditional football game between rivals Cornell
University and the University of Pennsylvania. For Williams, the
game was nearly as exciting as Cornell’s brilliant new red and
white uniforms. Unable to shake the striking image they made on
the football field that day, he convinced the company to adopt
the colors as their own by changing the labels on cans of
The idea to use
condensed soup in recipes originated in a cookbook entitled
"Helps for the Hostess" that was published in 1916. After the
Second World War, Campbell’s home economists cooked up recipes
like "Green Bean Casserole" and "Glorified Chicken" that fed
scores of baby boomers and became classic dishes that live on
today. In fact, cooking with soup remains so popular that
Americans use more than 440 million cans each year in a variety
of easy-to-prepare recipes. Campbell’s Soup ranks behind only
meat/poultry, pasta, and seasonings/spices as the ingredient
most often used to prepare dinner each evening.
idea to use condensed soup in recipes originated in a cookbook
entitled "Helps for the Hostess" that was published in 1916.
After the Second World War, Campbell’s home economists cooked up
recipes like "Green Bean Casserole" and "Glorified Chicken" that
fed scores of baby boomers and became classic dishes that live
on today. In fact, cooking with soup remains so popular that
Americans use more than 440 million cans each year in a variety
of easy-to-prepare recipes. Campbell’s Soup ranks behind only
meat/poultry, pasta, and seasonings/spices as the ingredient
most often used to prepare dinner each evening.
Some of the most popular varieties of Campbell’s Soups have been
enjoyed by generations of soup lovers: Tomato was introduced in
1897, while Cream of Mushroom and Chicken Noodle first appeared
in 1934. Combined, Americans consume approximately 2.5 billion
bowls of these three soups alone each year.
|But the company has evolved to fit a
changing marketplace also. The condensed line has been expanded
to include contemporary varieties like Cream of Broccoli, Double
Noodle, and Creamy Chicken Noodle. And the company now offers a
line of Healthy Request Soups that combines great taste with
less sodium, cholesterol, fat, and calories. Today, Campbell
markets almost every type of soup imaginable, from "Chunky" to
"Home Cookin’” to “Simply Home” Ready-to-Serve Soups.
number of brand names under the Campbell banner has also grown,
and now includes such well-known products as Pepperidge Farm
breads, cookies, and crackers, Franco-American gravies and
pastas, V8 vegetable juices, Swanson broths, and Godiva
way those products have been marketed also goes deep into
American history. Celebrities from Ronald Reagan and Johnny
Carson to Jimmy Stewart, Orson Welles, Helen Hayes, Donna Reed,
Robin Leach, George Burns, and Gracie Allen have served as
spokespeople for various Campbell products.
Generations of Americans have grown up on
Campbell-sponsored programming including Lassie, Peter Pan, and
the famous Campbell Playhouse radio series. In addition to "M’m!
M’m! Good!", other Campbell taglines have found their way into
popular culture including: "Wow! I could’ve had a V8!" "Uh-oh
SpaghettiOs" and "Pepperidge Farm Remembers.”
Today, the Campbell name stretches to
China, Australia, Argentina, and beyond. Campbell products are
available in practically every country in the world. While many
of the products Americans know are offered internationally,
regional varieties like Watercress and Duck-Gizzard Soup in
China and a Cream of Chili Poblano soup in Mexico, have been
introduced to respond to cultural differences. Even though the
Company’s foods have found their way into homes thousands of
miles from the Camden, New Jersey headquarters, they still bear
the name of the man who made his mark selling soup from a
horse-drawn wagon -- Joseph Campbell.
Joseph Campbell, a fruit merchant, and Abraham Anderson, a tin
ice box manufacturer, form a partnership to can tomatoes,
vegetables, jellies, condiments, and minced meats in Camden, New
Jersey. Initially, each can is made by hand, one at a time. The
firm is best known for its giant beefsteak tomatoes, each large
enough, it is advertised, to fill a single can.
The company is awarded a medal for quality at the Centennial
Exposition. The two partners disagree about the future of the
successful company, with Campbell promoting rapid expansion and
Anderson opting for slow and gradual growth. Though the two
remain friends, they decide to dissolve the partnership and
Campbell purchases Anderson’s share of the company. Arthur
Dorrance (a wealthy timber and flour merchant) and Joseph
Campbell form a new company, Joseph Campbell & Company.
The company’s name changes to Joseph Campbell Preserve Company
and incorporates in New Jersey ten years later. Their best known
product is "Beefsteak Ketchup," a sauce far different from what
we call ketchup today. It is a strongly flavored sauce
(cinnamon, mace, cloves, black pepper, mustard, and vinegar)
made with a number of different bases: walnut, mushroom,
anchovy, lobster, soy, and oyster. At the time, it is considered
a kitchen staple.
The United States Supreme Court designates the tomato as a
vegetable for trade purposes, though it is technically a fruit.
Arthur Dorrance succeeds Joseph Campbell as President; Campbell
retires and dies in 1900, ending the association of the Campbell
family with the company.
The Joseph Campbell Preserve Company markets ready-to-serve
beefsteak tomato soup. An advertising committee is formed and a
hundred large signs promoting the company are erected in
Philadelphia, New York, and St. Louis.
Arthur Dorrance reluctantly agrees to hire his 24-year-old
nephew, Dr. John T. Dorrance, as a company chemist at a token
wage of just $7.50 a week, using his own laboratory equipment.
Dr. Dorrance develops the formula for commercially condensed
soups. By removing the water, the volume of a can of soup is
reduced from 32 ounces to approximately 10 ounces, and the price
lowered from about 34 cents to a dime. The five original
varieties are Tomato, Consommé, Vegetable, Chicken, and Oxtail.
Tomato still ranks as one of the top ten selling dry grocery
items in U.S. supermarkets today.
Dorrance finds he must induce the public to eat soup and
convince buyers that his inexpensive, condensed soup is also
high quality, so he takes to the road offering tastes. The soups
are an almost instant success, manufactured at a rate of ten
cases per week. Dorrance undertakes the difficult task of
convincing housewives to buy canned soup instead of making their
own at home by showing them that Campbell’s soups are
terrific, inexpensive, and incredibly time-saving. They are not
compared with homemade soups; they are something slightly
different with a taste all their own.
A company executive attends the annual Cornell-Penn football
game and is so taken with Cornell's brilliant new red and white
uniforms he convinces Campbell to use the colors on soup labels,
which is the single most successful promotional decision
Campbell has ever made.
Thanks to the success of the condensed soups in the
red-and-white cans, the company is profitable for the first time
in many years and Dr. John Dorrance receives a "hefty" increase
in salary to $9.00 a week.
Advertising is still relatively rare in the US, so John Dorrance
takes a tentative risk and places the first advertising on New
York City streetcars, increasing sales in New York by 100%. The
first ads include a jingle promoting soup and a large
illustration of a red-and-white can of Campbell’s soup.
Campbell's soups win the Gold Medallion for excellence at the
Paris Exposition; the Medallion has been featured on labels ever
Dr. John Dorrance is elected Director and Vice President.
Campbell's brand is now nationally recognized and trusted. The
company pays the first in an unbroken series of cash dividends.
Campbell has expanded the line to include 21 varieties, a number
that would remain constant for the next 30 years. These soups
accomplished a careful merging of American and Continental
cooking traditions, creating a product line both cosmopolitan
and quite common.
At the time, a huge problem exists in the soup industry. The
long duration required for soup stock simmering leaves the
workers with nothing to do during the day, so in order to combat
this lack of productivity, John Dorrance adds a new product to
be manufactured during these time lapses: Pork and Beans. It
becomes a very profitable sideline.
Campbell Kids are "born" when a Philadelphia illustrator named
Grace Wiederseim sketches them for a series of streetcar
advertisements. They are destined to become hugely popular,
eventually reproduced as postcards, lapel buttons, and various
other pieces. Originally posed as little boys and girls playing
children’s games, the Campbell Kids mature over time and begin
performing more traditional adult tasks such as climbing a
fireman’s ladder and delivering ice.
Dolls of Campbell Kids are offered as promotional items and are
a hit. Through the years, the dolls have become popular
John Dorrance becomes General Manager.
Campbell's soups enter the California market, giving the brand
national distribution. One of the first ever efforts at market
research, devised by the Curtis Publishing Company, finds that
advertising is extremely successful and that Campbell’s soups
are not bound to any one income class: a great majority of the
people, regardless of income, eats one or more of the 21
Dorrance hires Harry Hall, an agricultural expert, whose
responsibility is to advise farmers under contract to Campbell
in all aspects of vegetable growing. Tomato farmers are actually
provided with seeds, the product of Hall’s efforts to breed the
perfect soup-making tomato.
Campbell's Chicken with Rice and Cream of Celery soups are
Dr. John T. Dorrance assumes the Presidency of the company.
Campbell advertises primarily in magazines, insisting that its
ads be "the first advertisement following said text, on a right
hand page facing a full page of text." This strategy is so
successful that this advertising location is still known as the
"Campbell’s soup position."
Campbell acquires the Franco-American Food Company, maker of
gourmet foods. The Franco-American brand is continued for
spaghetti and other pasta products.
John Dorrance buys out his aging uncle, Arthur, and becomes the
sole owner of the Joseph Campbell Company.
The idea of cooking with condensed soup is introduced when
Campbell publishes its first cookbook, "Helps for the Hostess".
Today, more than one million cans of soup are used every day in
recipes in the U.S.
Due to the immense demand of World War I soldiers for a
nutritious soup, Campbell introduces Vegetable Beef soup.
The Joseph Campbell Company is formally dissolved and sold for
one dollar to a newly formed company: Campbell Soup Company,
reflecting its most famous and profitable product.
The Campbell Sales Company is formed.
Color advertisements debut in the leading women’s magazines.
Dr. John T. Dorrance dies and is succeeded as President by his
brother, Arthur C. Dorrance.
A Canadian subsidiary, Campbell Soup Company Ltd., is
Campbell begins radio advertising. In the years to follow,
Campbell sponsors famous radio programs like the George Burns
and Gracie Allen Show and the Campbell Playhouse. The familiar "M'm!
M'm! Good!" slogan dances on the airwaves during these
The first plant begins production in Toronto.
A British Company, Campbell's Soups Limited, is
organized. V8 juice is invented by W.G. Peacock and his
Cream of Mushroom soup is introduced, becoming Campbell’s first
soup to be widely used as a sauce. A slip of the tongue on "Amos
‘n’ Andy" actually affects the sales of what is now one of
Campbell’s most popular soups. Introduced this year and
originally called "Chicken with Noodles," the soup enjoys only
moderate success until the night Amos misreads his copy and
accidentally calls the product Chicken Noodle soup. Within days,
the company begins receiving large orders for this new soup. For
some reason, this shift in nomenclature matters and shortly
thereafter, the soup is formally renamed "Chicken Noodle."
Today, Campbell uses almost a million miles of noodles in its
Chicken Noodle soup each year, enough to circle the equator more
than 40 times.
Campbell begins to manufacture its own cans.
Unable to find a wholesome loaf of commercial bread for her
asthmatic son, Margaret Rudkin, a Fairfield, Connecticut, wife
and mother, founds Pepperidge Farm, Incorporated. Campbell
introduces Vegetarian Vegetable soup.
Campbell's Tomato juice is introduced nationally.
The first formal corporate Agricultural Research Department is
The Campbell Test Kitchens open. Campbell home economists
develop recipes using condensed soups that become classics.
Campbell publishes its first full-length cookbook: Easy Ways to
Arthur C. Dorrance dies and is succeeded as President by James
Campbell opens its third soup plant, in Sacramento, California.
Campbell's Cream of Chicken soup is introduced. Campbell
reintroduces Macaroni and Cheese under the Franco-American brand
and creates Beef Gravy.
V8 Vegetable juice is acquired. Campbell raises the
manufacturing of V8 juice to its high standards and begins to
advertise it, using movie actor Ronald Reagan as a spokesman,
The first Campbell television commercials air. The company goes
on to sponsor such highly rated shows as Lassie and Peter Pan.
James McGowan, Jr. retires and William B. Murphy is elected
President. The Campbell Soup Fund is organized as a private
grant-making, non-profit corporation to direct funds to
non-profit organizations in the U.S.
Campbell goes public with one class of common stock and is
admitted for trading on the New York Stock Exchange.
Campbell makes a major entry into frozen foods with the
acquisition of C.A. Swanson & Sons, originators of the TV
Dinner. (Swanson was part of the spinoff in 1998.)
Campbell home economists develop the recipe for the Green Bean
Casserole, which continues today as one of the company's most
popular and most requested recipes.
The Pepperidge Farm product line expands to include cookies.
A new corporate headquarters opens in Camden, New Jersey. The
company establishes the International Division.
Campbell launches into the Mexican market, forming Campbell's de
Mexico, S.A. de C.V. A new plant opens at King's Lynn, England.
Campbell acquires the bakery product manufacturer, Pepperidge
Farm, and founder Margaret Rudkin remains president. Campbell
also acquires Biscuits Delacre, the Belgian cookie and
confection maker. (Campbell later divested Delacre in 1998).
Campbell rolls into Australia with the formation of Campbell’s
Soups Pty. Limited.
Pop artist Andy Warhol paints his famous Campbell's Soup cans.
Once, when asked why, he replies, "Because I used to drink
(soup). I used to have the same lunch every day for 20 years."
John (Jack) Dorrance, Jr., the son of Dr. Dorrance, is named
Chairman of the Board.
Campbell common stock splits three-for-one. The first low-salt
soups are developed.
The Food Service Division is created. Franco-American
SpaghettiOs are introduced. Today, the SpaghettiOs line ranks as
the leading brand of kids' canned pastas in the U.S.
Campbell acquires Godiva Chocolatier, Inc., quality candy
Campbell introduces Manhandler soups in response to housewives’
requests for a thicker soup to serve their husbands.
Campbell's Chunky ready-to-serve soups are introduced. The
Campbell Museum opens in Camden as a showcase for the company’s
outstanding soup tureen collection.
The new Research Complex and Pilot Plant open in Camden.
William B. Murphy retires and is succeeded as President by
Harold A. Shaub.
Campbell introduces the successful "Labels for Education"
program nationally. Through this program, schools and community
groups can redeem labels from Campbell products for audio-visual
equipment, teaching devices and other educational materials.
The remaining two-thirds of European Godiva candy companies are
Vlasic Foods, Inc. is acquired. (Vlasic was part of the spinoff
R. Gordon McGovern succeeds Harold A. Shaub as President.
Swift-Armour S.A. Argentina is acquired. (Swift-Armour S.A was
part of the spinoff in 1998.)
spaghetti sauces are introduced nationally. The recipe is based
on a family favorite of one of the Campbell's chefs. The spices
are imported from around the world to achieve the perfect blend.
Prego spaghetti sauces eventually become the number one best
selling new dry grocery product of the decade, as rated by A.C.
Campbell's Home Cookin' soups are introduced.
John T. Dorrance, Jr. retires as Chairman of the Board, a post
held since 1962. He is succeeded by William S. Cashel, Jr. and
Dorrance becomes the Chairman of the Board’s Executive
A two-for-one split of common stock is declared.
Campbell’s stock splits two-for-one.
Robert J. Vlasic is elected Chairman of the Board.
John T. Dorrance, Jr., the former Chairman of the Board and son
of the originator of condensed soups, dies.
Australian David W. Johnson is named President and CEO. In
January, the 20 billionth can of Campbell's condensed tomato
soup is produced. A new television commercial featuring Campbell
Kids singing a rap song about the benefits of soup is televised.
It is the first time since 1958 that their voices have been
heard. The introduction of Campbell's condensed Cream of
Broccoli soup becomes the company's most successful new soup
introduction in 55 years. It is launched with a "Get President
George Bush to Eat Broccoli" recipe contest.
A two-for-one split of stock is announced. The company
repurchases all public shares in its Canadian company. The Prego
brand celebrates its 10th anniversary.
Campbell embarks on a strategic acquisition with a bid for
control of Arnotts Ltd. (of Australia), the seventh largest
biscuit manufacturer in the world.
Campbell acquires Fray Bentos, the United Kingdom's leading
brand in premium canned meats. New manufacturing lines start-up
at Campbell's King's Lynn facility to introduce V8 Vegetable
Juice to the United Kingdom and all of Europe. Campbell and
Nakano Vinegar Co. Ltd. create a joint venture to market
Campbell's soups in Japan. Robert J. Vlasic retires as Chairman
of the Board and David W. Johnson is elected his successor.
Campbell celebrates its 125th anniversary. Campbell introduces a
new red & white soup label design featuring pictures of the
product. Campbell's soups remain a favorite item in the U.S.,
with an average of eight cans found in every household.
Americans purchase more than 70 cans of Campbell's soup every
second. Worldwide, more than 100 cans per second are purchased.
They are purchased more often than any other product in
SpaghettiOs pasta celebrates its 30th birthday.
Campbell acquires: Pace — the number one brand of Mexican
sauces; Greenfield Healthy Foods — the leader in fat-free
brownies in health and convenience stores.
Campbell acquires Erasco, the number-one-selling canned soup of
Germany. Campbell introduces Simply Home soup in resealable
introduces an innovative new fruit and carrot-based juice, V8
Splash. Campbell names Dale F. Morrison president and chief
executive officer. Morrison previously served as president of
Campbell's International and Specialty Foods. David Johnson
remains as Chairman of the Board. Campbell Soup Company joins
Superbowl Champion Reggie White in the fight against hunger. The
program includes Campbell donating 20,000 cans for every tackle
White makes, and 50,000 cans for every sack. At the end of the
season, Campbell ultimately donated a total of 1,300,000 cans of
soup. White also joined hockey legend Wayne Gretzky as the first
two people ever featured on a can of Campbell's soup. Campbell
purchases the leading Liebig wet soup business in France from
Danone SA, Europe's third largest food company.
In January, Campbell Soup Company names ice skating champions
Nicole Bobek, Michelle Kwan, and Tara Lipinski as the first-ever
women to appear on the soup label. Campbell announces spinoff of
Vlasic Foods International, a $1.4 billion company including
Vlasic, Swanson and Swift-Armour brands. Fortun Foods, makers of
StockPot soup, the market leader in the rapidly emerging premium
refrigerated soup segment, is acquired. Campbell introduces
Campbell's ready to serve Tomato soup, Campbell's Soup To Go
microwavable soups and Swanson seasoned chicken broths.
Campbell's Select soups, a line of ready to serve soups. In
France, Campbell France premieres Liebig Pur Soup, a new line of
vegetable soups in shelf-stable aseptic packaging, and Liebig
Soup Creative, vegetable soups in resealable bottles. Pepperidge
Farm Goldfish Grahams and Pepperidge Farm Garlic Toast are
introduced. Godiva ice cream is launched. Campbell introduces
Campbell's Meal-Mail, an internet based recipe service.
Red & White ready to serve soups premiere. Easy-open pop-top
lids are now available on Campbell's ready to serve soups.
StockPot opens new manufacturing site in Redmond, Washington.
Campbell Germany launches Erasco Aroma Pack ready to serve soups
in easy open pouches. In the U.K., Homepride Pasta Bake is
launched. And in Australia, Campbell introduces Campbell's
Velish, soups in aseptic packaging and Campbell's Tomato Reddy,
ready to serve tomato soup in plastic bottles. Pepperidge Farm
launches Giant Goldfish crackers and introduces Farmhouse
breads. Other new products include: Diet V8 Splash, Prego
Roasted Chicken sauce and Prego Chicken with Parmesan sauce,
Franco-American SpaghettiOs Plus Calcium pasta.
Douglas R. Conant assumes Presidency and George Sherman is
elected Chairman of the Board. Campbell reintroduces its M'm!,
M'm! Good! slogan in its advertising. Campbell becomes
Official Soup Supplier to the U.S. Olympic Team in preparation
for the 2002 Olympic Winter Games in Salt Lake City, UT.
Campbell acquires leading instant dry soup and bouillon brands
in Europe, including Oxo, Batchelors, Heisse Tasse, Blå Band and
Royco. Campbell's Field minor league stadium, home to the Camden
Riversharks, opens on the Delaware River waterfront in Camden,
N.J. Campbell introduces Campbell's Supper Bakes, easy to
prepare meal kits. Godiva celebrates 75th anniversary. Other new
products: Prego Pasta Bake sauce, Pepperidge Farm Dessert Bliss
cookies, Pepperidge Farm Giant Goldfish Sandwich Crackers,
Arnott's Emporio biscuits (in Australia).
Campbell introduces Campbell's Soup At Hand, convenient soup for
on-the-go eating. Campbell acquires Snack Foods Limited, a
leader in the Australian salty snack category, and Erin Foods,
Ireland's second largest dry soup business. Campbell Europe
opens new office near Cambridge, England.
Campbell introduces Campbell's Chunky and
Select soups in microwaveable bowls. Campbell's Kitchen Classics
ready-to-serve soups premiere. V8 Splash Smoothies introduced.
Pepperidge Farm Mini cookies including Milano, Brussels Chessman
and Chocolate Chunk varieties are launched.
Campbell Soup Company celebrates its 50th year of listing on the
New York Stock Exchange. Campbell Kids turn 100 years old.
Campbell Chunky introduces four varieties of hearty chili's
including Roadhouse, Firehouse, Tantalizin' Turkey, and Sizzlin'
Steak. Our condensed soups business introduces a line of
Southwest Style Cooking Soups and Campbell's Carb Request soups.
Pepperidge Farm introduces Carb Style Breads and Rolls. Godiva
Chocolatier introduces Sugar Free chocolate bars. Arnott's Tim
Tam launches in China under the brand name, Tian Dian.
For those interested in finding genealogy records pertaining to
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