Campbell Soup Company and The WB's ''7th Heaven'' Team up for a November Sweeps Integration; Campbell's Labels for Education to be highlighted in three episodes

Now in its tenth season, The WB's "7th Heaven" is the network'sleading drama. In the story line featuring Campbell's, Ruthie Camden(Mackenzie Rosman) will enlist the help of her family and friends tocollect numerous labels from Campbell products for a Labels forEducation drive being conducted to benefit the school newspaper. Thenewspaper is collecting labels towards the goal of getting a newcomputer, while Ruthie has hopes of getting noticed by the newspaper'seditor, Jack (guest star Garrett Strommen).

The integration into the story line will be just one element ofthe promotion, as it will be highlighted across multiple channels. Itwill also be featured on specially labeled family size cans ofCampbell's Chicken Noodle soup and in print advertising, promoted oncable, and will be included in features on both Campbell's and TheWB's websites. The promotion will also be supported through a fullpage free standing insert (FSI) on November 6. There will also bepublic service announcements from the series' stars encouraging fansto help their schools by participating in the Campbell's Labels forEducation program. The program integration was negotiated byCampbell's media communications agency, Mediaedge:cia.

"We feel that '7th Heaven' is a great fit to highlight theimportance of our Campbell's brands, including our Labels forEducation program," said Eric Christianson, senior brand manager,Campbell Soup Company. "This partnership allows us to uniquely promotethe many possibilities of Campbell's products that consumers love anda program that makes a difference in thousands of schools each year."

"This partnership allows us to celebrate the show's accomplishmentof becoming the longest running family drama in television historywith its tenth season, while also showcasing Campbell's and '7thHeaven's' commitment to education," said Michael Roberts, ExecutiveVice President, Current Programming, The WB. "Innovative allianceslike this allow us to create a better product for our viewers. Infact, we have also been able to add three talented minority writers tothe show as a result of this relationship."

About Labels for Education

Labels for Education was established in 1973 and is thelongest-running redemption program of its kind. To date, nearly $105million in educational merchandise has been redeemed through theprogram. By participating in the program, schools can earn computers,software, sports equipment, educational videos and even passengervans. In 2005, Labels for Education became a proud sponsor of theNational PTA. For more information, log ontowww.labelsforeducation.com or call 800-424-5331.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer ofhigh quality simple meals, including soup, baked snacks,vegetable-based beverages, and premium chocolate products, with annualrevenues in excess of $7.5 billion.

Founded in 1869, the company has a portfolio of more than 20market-leading brands, including "Campbell's," "Pepperidge Farm,""Arnott's," "V8," and "Godiva." For more information on the company,visit Campbell's website at www.campbellsoupcompany.com.