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.

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)

Reader Comments

These comments are reproduced as written by visitors to this Web site. They have not been edited for content, grammar, or spelling. The viewpoints appearing here are those of the writer, and do not necessarily reflect the opinion or views of advocate.com, The Advocate, or its affiliates.

Name: Robert W. Blannin
Date posted: 2009-03-26 1:30 AM
Hometown: Riverside Calif

Comment:

I a letter to Titus from the Apostle Paul Paul stats in titus 3:2 To speak evil of no man, to no brawlers, but gentle, showing all meekness unto all men. 3 For we ourselves also were sometimes foolish, disobedient, deceived, serving divers lusts and pleasures, living in malice and envy, heteful, and hating one another. 4 But after that the kindness and love of God our Savior toward man appeared. We should Love each other as God loves us. Pray for each other and have hope that some day we will stand befor God and awancer for our sin. and Beliving in Jesus being forginen of all sin. We all now what is wright and wrong and You do know this God sees all. It is a mater of time He will return are you flowing Christ or not. It is up to you. God does not like sin, and He is the only Judge. He toled us to Love oneauther and Love Him (God) This is the grates commandment. If you read the bible you will have it wright.

Name: Mike Jones
Date posted: 2009-01-22 4:22 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: Tony
Date posted: 2009-01-09 8:10 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: Ray Dearman
Date posted: 2009-01-01 3:19 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: CTR
Date posted: 2008-12-29 10:45 PM
Hometown: Bloomington

Comment:

I sent this to Doug Conant President of Campbell's (douglas_r_conant@campbellsoup.com): 'm taking a second to write to thank you not only for your great product line, but for supporting all types of families, regardless of how they're defined. I'm referring to the recent Swanson broth advertisement in The Advocate magazine. I appreciated seeing that ad and I applaud your company for realizing that such advertising targeting a wide-spectrum of people not only makes good business sense, it is appreciated and worth thanking you for. I think it's important, in the face of a potential backlash from groups such as the American Family Association, that you know that I and my family and friends support your company (and I'm sure millions of other American's feel the same way). I'll buy extra Swanson broth (and lots of other great Campbell's products) to help make my point.

Name: Ken Howard
Date posted: 2008-12-24 3:00 AM
Hometown: West Hollywood, CA

Comment:

The AFA is America's Taliban, and should be treated as a socially and politically violent, terrorist organization who is out to hurt and destroy the lives of gay and lesbian American citizens. They are a fringe, weird, hateful group, and they belong on the fringe, along with the KKK. We don't let the KKK influence public policy and enact discriminatory laws based on their hateful attitudes toward certain groups of people, and we shouldn't let AFA do it, either. Fringe, weird, hateful, socially and politically violent. Spread the word; that's what these homophobic Evangelical groups are. Someday, we will laugh at them the way we laugh at the KKK now.

Name: Laurent
Date posted: 2008-12-24 12:09 AM
Hometown: Ottawa, Canada

Comment:

Mike that is the most hateful comment I have heard in a long time. Donald Wildmon is not responsible for his looks and who is to say that you are any great catch. Your comments are so toxic, I wouldn't want you even if you looked like Brad Pitt, which I am sure you don't. I may not like the man's political outlook, but to comment on his appearance is of the same calibre as all his arguments. You show yourself to be that gay person we all don't like, shallow, shallow and even more shallow. I commend Campbell's for stance on inclusion and fairness and a corporate decision not to knuckle under to petty demagoggery from bigots and hateful people. Cheers to Campbell's.

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