Even beleaguered RadioShack (RSH) scored high with its commercial touting the renovation of its stores. But the publicly traded company that looks to gain the most from the Super Bowl over the long term was an over-the-counter company without a commercial, Soupman Inc. (SOUP).
RadioShack destroyed whatever momentum it generated from its commercial when the Wall Street Journal reported earlier this week that the Fort Worth, Texas-based electronics retailer plans to close 500 of its roughly 4,300 stores. Soupman, by contrast, has adroitly maneuvered to prolong the buzz about its soup.
For fans of the legendary comedy series, Seinfeld, Soupman needs no introduction. This is the company that has evolved from the revered Soup Nazi episode into a product that The New York Times has described as "Art, not soup." Soupman has received the highest rating from Zagat, and was served at MetLife Stadium on game day and at other Super Bowl events.
Soupman didn't need to spend millions of dollars on a Super Bowl commercial to attract buzz. It achieved everything a company its size needed to fuel a national, or semi-national, rollout by good old-fashioned event marketing.
Unlike RadioShack, Soupman posts a gross profit. Revenue for the three-month period ended in November rose to $1.1 million from $790,000. On a much larger scale, RadioShack's revenue is falling by more than 10%.So what's next for Soupman, and can the infant-sized company capitalize on its Super Bowl promotions? A recent article in TheStreet by Sam Kikla reported that Soupman "has recently finalized some important deals with CCA Foods and Robert Azinian. Soupman already has established outlet relationships with Whole Foods (WFM) and Wegmans Food Markets, but these newer deals will allow Soupman to expand its casino restaurants in both the U.S. and Canada." To profit from the burgeoning mobile food craze in the United States, Soupman has The Soup Mobile to establish its brand in urban areas where carry-out food, especially soup, is standard fare. That may also allow for mobile branding at university campuses, large-scale public events and other venues that has the potential to increase sales. The company has a good product and the benefit of having had thousands of Soupman bowls served at MetLife Stadium and various Super Bowl events. Most impressive, Soupman accomplished all of that without having to buy air time. At the time of publication, Jonathan Yates did not have a position in any of the stocks mentioned in this article. This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.