Creativity

NFL Stars Draft Everyday Guys in Campbell's Chunky Campaign

Campaign Creates Fantasy League Among Players in Drew Brees' Basement

By Jessica Wohl. Published on Aug 22, 2016

Editor's Pick

Campbell Soup Co. is stepping up its Chunky game by featuring National Football League stars drafting fictional everyday guys in their own twist on a fantasy league.

In July, Chunky began running a spot introducing the new campaign, which features football players: New York Giants' Odell Beckham Jr.; New Orleans Saints' Drew Brees; Detroit Lions' Eric Ebron; LA Rams' Todd Gurley, Green Bay Packers' Eddie Lacy and Chicago Bears' Kyle Long.

The six players are shown gathering in Mr. Brees' basement, enjoying various Chunky soups as they draft everyday guys.

On Monday, it began airing a spot focused on the fictional draft in the "Everyman All-Star League."

Later commercials in the six-part story arc center on plots such as status reports and injuries, before a winner is named.

Chunky has been an NFL sponsor since 1997. Some of its best-known tie-ins were years of Mama's Boys commercials including players and sometimes their real moms. That campaign last appeared in 2014, featuring Richard Sherman and his mother, Beverly. This year, there are no plans for a Mama's Boys campaign.

Instead, the "Everyman" campaign "takes a fresher look on our target and who they are now and it celebrates them," said Abby Elu, marketing manager for Campbell's Chunky Soup. "They're more active and carry a lot more responsibility than they necessarily get credit for."

The idea of a football draft role reversal came from Y&R New York, the brand's creative agency.

Read the full story on what drove Chunky's new strategy on Adage.com.

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About

Credits

Date
Aug 22, 2016
Agency:
Y&R New York
Client:
Campbell's Chunky
Head of Marketing:
Greg Shewchuk
SVP:
Yin Rani
Marketing Director:
Mark Materacky
Brand Marketing Manager:
Abby Elu
Senior Communication Manager:
Megan Haney
Research Director:
Ciara O'Connell
Chief Creative Officer:
Leslie Sims
Executive Creative Director:
James Caporimo
Creative Director:
Robert Rooney
Executive Producer:
Greg Lotus
Producer:
Jennifer Lee
Producer:
Bobby Jacques
Art Director:
Hans Schenck
Copywriter:
Anthony Dimichele
Business Manager:
Adele Solomon
Group Account Director:
Kelly Considine
Account Supervisor:
Chad Oliver
Executive Strategist:
Susanne Raymond
Executive Strategist:
Henry Monsell
Media Planner:
Belinda Moon
Production Company:
Bullitt
Director:
Tim K.
Editorial Company:
PS260
Editor:
JJ Lask
Assistant Editor:
Caroline Yost
Senior Producer:
Laura Lamb Patterson
Finishing:
PS260 Finishing
Graphics:
Patrick Lavin
Graphics:
Michael Marciano
Online VFX:
Margaret Yang
Online VFX:
Steve Koenig
Online VFX:
Dino Tsaousis
Color:
Mikey Rossiter
Color Company:
The Mill
Audio Company:
Sound Lounge
Audio:
Tom Jucarone

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