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Campbell Stands Behind Advocate Ads, Doesn’t Cave to AFA

Despite demands from the American Family Association calling for e-mails to Campbell Soup Co. urging the company to stop “pushing the gay agenda,” the icon of all things American is standing behind a decision to advertise in the gay and lesbian market.


Despite demands from the American Family Association calling for e-mails to Campbell Soup Co. urging the company to stop “pushing the gay agenda,” the icon of all things American is standing behind a decision to advertise in the gay and lesbian market.

The two-page spreads for the Swanson division represent Campbell’s first foray into the gay market. One ad, which appears in the December 2 issue of The Advocate, features two women and a young boy enjoying soup made with Swanson Chicken Broth. Accompanying text identifies the women as a couple. On the opposite page is a chef, Christopher Lee, who is not identified as gay or straight. The second, in the January 13 issue, has Lee on one page and another chef, Wil Crutchley, on the other. Neither man's sexual orientation is identified.

Upon seeing the ads, the AFA immediately took it its website, urging Campbell to “remain neutral in the culture war.”

Campbell rep Anthony Sanzio said the company stands behind the ads.

"Our position on this is pretty straightforward. Inclusion and diversity play an important role in our business, and that fact is reflected in our marketing plan," he said. "For more than a century people from all walks for life have enjoyed Campbell's products, and we will continue to try to communicate in ways that are meaningful and relevant to them."

Sanzio said plans for the Swanson brand include further placements in The Advocate.

AFA has long called for boycotts of companies that place ads in gay publications. The organization waged a multiyear war against Ford Motor Co. for its outreach to gay consumers.

To thank Campbell for its gay-supportive stance, consumers can contact company president Douglas R. Conant at Campbell Soup Co, Campbell Place, Camden, NJ 08103, (800) 442-7684 or (800) 257-8443, douglas_r_conant@campbellsoup.com. There is also a feedback form on the Campbell corporate website, CampbellSoupCompany.com. (Advocate.com)

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Reader Comments
  • Name: Mike Jones
    Date posted: 1/22/2009 4:22:00 PM
    Hometown: Whitesville, Ky

    Comment:

    I would like to comment on this issue or people spreading the words "Ban Campbell's Soup" due to placing an add in a magazine catered to the gay/lesbian people. I for one think a company has the right to advertise their products to everyone in the world no matte race/sex/religion/orientation. Just because they place an add to promote a product doesn't mean they support that issue. Wake up America......... At least Campbell's employs people and probably doesn't descriminate on race/sex/religion/orientation so all people can have a job to support their famalies..... I would say the AFA is doing a form of Harrasment against Campbell's/Swanson Company

  • Name: Mike Satterfield
    Date posted: 1/13/2009 2:07:00 PM
    Hometown: San Francisco

    Comment:

    I think most of you need to pull your heads out of the sand. Campbell's attempt to make the gay & lesbian lifestyle "a normal type of behavior" is wrong and will ultimately lead to our country having no moral standards. There IS a culture war and Campbell's should definitely stay out of it. Unlike most of you, I will stock MY pantry with Nalley's Chicken Noodle - maybe you should try some yourself.

  • Name: Tony
    Date posted: 1/9/2009 8:10:00 PM
    Hometown: Camden, NJ

    Comment:

    I am Campbell's Soup employee in Camden, NJ and I wanted to share with everyone how much I appreciate your support of my employer and my livelihood. While I am not LGBT myself, I have great appreciation for Campbell's support of diversity, which extends well beyond this ad campaign. Campbell's sponsors an employee affinity network called "OPEN" for LGBT employees. Our employee newsletter recently featured several employees from the "OPEN" network telling their stories about coming out in the workplace and to their parents. Campbell's received a perfect 100 on a recent third-party audit in large measure because it provides full benefits to domestic partners. Diversity is front and center in our annual report every year. Thanks for your support and keep buying Swanson Broths and Canned Chicken, Campbell Soups, V8 Beverages and Soups, Prego Pasta Sauce, Pace Picante Sauce and Pepperidge Farm and Arnott's Cookies.

  • Name: Teresa
    Date posted: 1/9/2009 1:05:00 PM
    Hometown: Lees Summit, MO

    Comment:

    My narrow-minded MIL sent me the AFA newsletter about Campbell's, so I had to go look it up to see if it were true. Lo and behold, here I am! Pass the Chunky Soup, Sirloin Burger please, 'cause even though I'm not gay, it matters not in which publication it chooses to advertise. Business is business, and Campbell's is trying to get its products into the pantries of everyone who eats, no matter what their sexual orientation is.

  • Name: Lois and Alan Hansen
    Date posted: 1/5/2009 2:13:00 PM
    Hometown: Lincoln, NE

    Comment:

    Campbell products have made friends of us by placing their ad in the Advocate. We are 82 year old parents of four, grandparents of seven who support diversity and fair treatment as fundamental democratic values.

  • Name: Jim Henkelman-Bahn
    Date posted: 1/3/2009 8:43:00 AM
    Hometown: Silver Spring, MD

    Comment:

    The AFA may be calling for a boycott of Campbell soups; however, news of your willingness to recognize the normalcy of gays and lesbians in our society will bring me back as a customer. I have been in the habit of buying the store brand of soups. Now I will definitely buy Campbell soups. I want to support companies that work toward creating an open and inclusive society. Thanks for your recognition of the GLBT community.

  • Name: Jackie Bahn-Henkelman
    Date posted: 1/3/2009 8:40:00 AM
    Hometown: Silver Spring, MD

    Comment:

    Three cheers to Campbell Soup for not caving into AFA on this. Reality is that we are an American society of different folks with different orientations and NO ONE deserves to be discriminated against for any reason! AFA's boycott is petty, narrow minded and hateful!

  • Name: William Cress
    Date posted: 1/2/2009 6:28:00 PM
    Hometown: Memphis

    Comment:

    It is good to see that Campbell's is supporting diversity and equal rights for all peoples. Bigotry and discrimination in the name of family is unacceptable.

  • Name: Ray Dearman
    Date posted: 1/1/2009 3:19:00 PM
    Hometown: Duncan, AZ

    Comment:

    It is so funny that LGBT people will move into a run down neighborhood and bring the property value up for the straight people that stay in the area. Then they want to run us out of our homes and take the neighborhood back over. They like our buying power, but they want to send us to Hell for being who we were born to be. I am proud that Campbell is willing to show that they are for equal rights for all, not like the AFA who want to limit the rights of all the citizens of the United States. I have eaten Campbell soup since I was a child, maybe that is the reason I am Gay. Thank you Campbell Inc. for standing up for LGBT people across America.

  • Name: Ramon Selove
    Date posted: 12/30/2008 6:54:00 PM
    Hometown: Stephens City

    Comment:

    I am just one of many straight men who fully support equality for gays and lesbians. I want Campbell's to know that issues like this do influence my choices in the grocery store. Perhaps their stand will cost them a few customers but it will gain them many folks like me. Thanks for standing up to the AFA.

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