M'm, M'm good.

“M’m, M’m good.” is best known as a late-20th-century American advertising catchphrase rather than a literary quotation. It was popularized in television commercials for Campbell’s soups, typically delivered as a satisfied, closed-mouth “mm” after tasting soup, to convey warmth, comfort, and simple pleasure. Because it functioned as a slogan repeated across multiple ads and years, it is often treated as “anonymous” in quotation databases, even though it originated in a commercial campaign created by advertising professionals and associated with a specific brand.

The line is an onomatopoetic, minimal statement of approval: the repeated “M’m” mimics the sound of enjoying food, and the final “good” supplies the explicit judgment. Its effectiveness lies in its informality and sensory immediacy—taste is communicated as a bodily reaction before it becomes language. As a slogan, it also exemplifies how advertising compresses an experience (comfort, nourishment, homeliness) into a short, easily repeated phrase that can be detached from its original context and reused as a general expression of satisfaction.

“Mmm, mmm good.”
“Mmm-mmm good.”
“M’m! M’m! Good!”