Wednesday, October 31, 2007

AOL and Campbell Soup Company launch cool foodie site

AOL and Campbell Soup Company prove there’s more to food than just recipes and cooking with the launch of two new areas “Dinner Tonight” and “Play With Your Food” exclusively on AOL Food ( AOL is adding a new dimension to its Food channel today with the launch of “Dinner Tonight,” which makes dinner the centerpiece of the day. Featuring new daily recipes for successfully preparing great evening meals, the site will provide the ability to store, update and customize favorite recipes. With quick-and-easy, gourmet, home-style classics, shortcuts and healthy options, “Dinner Tonight” is intended to be an all-encompassing destination for cooking and entertaining.

As part of the partnership with Campbell, AOL will help make the lives of busy individuals simpler by adding the best recipes for putting dinner on the table in 30 minutes or less. Additionally, AOL will incorporate Campbell’s comprehensive database of more than 2,000 easy-to-make recipes that are kid-friendly and great for both everyday meals and special occasions.

“Every day, millions of users come to AOL searching for quick and easy techniques to revamp everyday meals and to keep cooking fresh and interesting,” said Bill Wilson, EVP of Programming for AOL. “We’re excited to partner with industry leader Campbell’s and present these new franchises to serve as the go-to site for all things related to food.”

“Campbell’s has been an innovator in communicating recipe ideas with our consumers for generations,” said Jennifer Brownrigg, brand manager. “Today, it’s clear that our busy consumer wants to receive new meal ideas on a daily basis and they want this information online and at their fingertips. Our partnership with AOL will expand our presence in this critical online communications space.”

After dinner, it’s time for dessert with “Play with Your Food,” the newly-created area that will launch next month whose overarching theme is that food equals entertainment. Bringing generations closer together through fun-filled activities in the kitchen, “Play with Your Food” includes articles, quizzes, food trivia, polls and user-generated photo galleries and videos.

The Campbell sponsorship will also include the integration of many of Campbell’s market-leading brands, including “Prego” pasta sauce, “Pace” Mexican sauce, “Swanson” broth and “Campbell's” condensed soup, throughout as part of banner and pre-roll ads.

AOL relaunched Food in May of this year with an expanded focus on food pop culture, blogs, recipes and a new array of content partners.

About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality foods and simple meals, including soup, baked snacks, vegetable-based beverages, and premium chocolate products, with annual revenues in excess of $7.8 billion. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” and “Godiva.” For more information on the company, visit Campbell’s website at

About AOL
AOL® is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite of free software and services, runs one of the country's largest Internet access businesses, and provides a full set of advertising solutions. A majority-owned subsidiary of Time Warner Inc., AOL LLC is based in Dulles, Virginia. AOL and its subsidiaries also have operations in Europe, Canada and Asia. Learn more at

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