This Day On The Street
Continue to site
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

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%.

Must Read: [video] Jim Cramer Quick Take: How to Play CVS Kicking the Tobacco Habit

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.

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

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
Stocks Under $10

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

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

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
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $94.02 0.00%
FB $104.07 0.00%
GOOG $683.57 0.00%
TSLA $162.60 0.00%
YHOO $27.97 0.00%


Chart of I:DJI
DOW 16,204.97 -211.61 -1.29%
S&P 500 1,880.05 -35.40 -1.85%
NASDAQ 4,363.1440 -146.4150 -3.25%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs