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Advertising Age reports that despite apparent success with a negative ad campaign that targeted rival Progresso, Campbell Soup has decided to halt the use of a comparative ad that suggested that its Select Harvest soups were loaded with fresh ingredients, while the competition’s tasted mostly of chemicals.

According to the story, the negative ads seemed to be working – Campbell’s soup sales were up. But now, its marketing experts say that having built awareness for the brand with an in-your-face approach to advertising, now is the time to stress Select Harvest’s positive attributes – and therefore build sales even more as the category enters the traditionally hot soup season in the autumn months.
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