This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Is Soupman the Big Winner From Super Bowl Advertising?

NEW YORK (TheStreet) -- Super Bowl commercials from the usual suspects Coca-Cola (KO), Anheuser-Busch Inbev (BUD), Verizon (VZ) and Amazon (AMZN) all made points with consumers. 

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.

Jonathan Yates has written for numerous publications including Newsweek and The Washington Post. He is a former general counsel for a publicly traded corporation. Much of his career was spent working on Capitol Hill for Members of Congress in both the House and Senate. He has degrees from Harvard University, Georgetown University Law Center and The Johns Hopkins University.

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,098.45 +18.88 0.11%
S&P 500 2,003.37 +6.63 0.33%
NASDAQ 4,580.2710 +22.5760 0.50%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs