CAMDEN, N.J. — For the first time in its 140-year history, The Campbell Soup Co. is going to Times Square. The Camden-based company on Oct. 28 debuted its first Times Square billboard featuring a 27-foot wide bowl of Campbell’s Chicken Noodle soup and a 54-foot noodle that winds out of the bowl and up the side of the building to a window unit featuring a mannequin of a young boy slurping the noodle from the bowl.

"We wanted to remind people how the soup they love more than any other is full of the stuff they love the most," said Eric Christianson, business director, Campbell’s condensed soups. "Our television commercial, ‘Slurp,’ as well as our print ads use the billboard and giant noodle imagery to drive home the value we offer in each can. It just made sense to bring that same idea to life with a real billboard above one of the busiest intersections in the world."

The billboard is expected to be seen by an estimated 1.5 million people walking along 7th Avenue at the 53rd Street intersection during a four-week period.