For the latest Chunky campaign, Campbell’s has inked partnerships with six athletes. The brand is Official Soup Sponsor of the NFL.
Campbell’s has enlisted six American football icons namely Drew Brees, Eddie Lacy, Todd Gurley, Eric Ebron, Kyle Long, and Odell Beckham Jr. to star in its Everyman All-Star League campaign. The push was created for the brand’s Chunky portfolio, the Official Soup Sponsor of the NFL.
The exercise reverses fantasy football roles in a unique turn of events, and the stand-out athletes will as the league’s general managers for ‘everyday’ participants to be drafted into said league. Fans that create a campaign-themed player card will be entered into a contest for a chance to win big.
The sweepstakes, as it runs via a dedicated campaign website, places contestants in the running to win Super Bowl L1 tickets, NFL-licensed autographed gear, and various other prizes. Participants who come up with a ‘player card’ will be placed on one of the general manager’s teams.
Y&R New York is the creative agency behind the branding push set to play on the popularity of fantasy football and offer an opportunity for top NFL stars to champion the everyday guy. Titled Montage and Draft Day, two humorous spots, out of six, have since gone live on YouTube.
Throughout the game season, four additional spots are slated premiere on ESPN, NFL Network, and YouTube to capture the action from Brees’ basement. The overall effort also includes on-air and digital integrations as well as local market activations and social media engagement.
Additionally, a Chunky food truck will tour local supermarkets and stadiums on game day to offer people the opportunity to sample the latest flavours. There will be several activations leveraging Campbell’s NFL team deals, including in-store appearances and meet-and-greets.
“The campaign celebrates the daily victories the everyman tackles both on and off the field and highlights how Chunky soup fills up all kinds of people, from Super Bowl stars to busy parents, and loyal neighbours,” said Abby Elu, Brand Manager at Campbell’s Chunky.
Meanwhile, four new soups are being introduced: Clam & Corn Chowder with Bacon, Spicy BBQ Seasoned Chicken with Beans, Creamy Chicken Noodle, and Chili Mac.