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Campbell's Celebrates Warhol with Limited Edition Tomato Soup Cans
PITTSBURGH -- More than 40 years after Andy Warhol first transformed Campbell's soup cans into an art form in 1962, Campbell is celebrating the pop artist with limited edition soup cans bearing his colorful renditions of the classic tomato soup label. A special four-pack of Campbell's tomato soup is being test-marketed at Giant Eagle supermarkets.The pack features the same best-selling tomato soup, only with Warhol-inspired labels instead of the trademark red and white labels that have adorned the can for more than 100 years.Giant Eagle is the first retailer to carry the colorful cans, which are on special display and available for a limited time in all Giant Eagle supermarkets throughout western Pennsylvania, Ohio, Maryland and parts of West Virginia. Each four-pack contains at least two colorful labels based on the combinations that Warhol created in his silk-screens: green and red, pink and orange, aqua and indigo, or gold and yellow. A copy of Warhol's signature appears on the side of each label."Warhol celebrated Campbell's soups, and it seems fitting that we now celebrate him and his artistic images of our labels," says Len Herstein, senior marketing manager for Campbell's condensed soup.Giant Eagle is offering its customers two special opportunities to commemorate one of Pittsburgh's most famous sons, says Giant Eagle Vice President of Marketing Kevin Srigley. All customers who show their Giant Eagle Advantage Card will receive $1 off admission to the Andy Warhol Museum, located in downtown Pittsburgh. The museum boasts a collection of Warhol's most famous works, including silk-screens of Campbell's soup cans. This offer is available through May 31.Shoppers who purchase the special Warhol four-pack can also take advantage of an offer for a limited edition Campbell's Andy Warhol magnet set, featuring a collection of four die-cut magnets in the colorful designs of the Warhol labels. Details are available on displays in Giant Eagle supermarkets.Giant Eagle Inc., ranked 26 on Forbes magazine's largest private corporations list, is one of the nation's largest food retailers and food distributors with more than $4.7 billion in annual sales."