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11/17/2017 Print - Campbell's Chunky Has NFL Stars Draft Everyday Guys - Advertising Age

http://adage.com/print/305517 1/4

Campaign Creates Fantasy League Among Players in Drew Brees' Basement

By Jessica Wohl Published: August 22, 2016

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

Campbell's Chunky Has NFL StarsDraft Everyday Guys

Campbell's Chunky Everyman Draft Credit: Campbell Soup



The campaign comes after Campbell CEO Denise Morrison admitted the company, well, dropped theball when it came to Chunky earlier this year.

Ms. Morrison called out "marketing execution on the Chunky brand" as one of the issues in the soupbusiness during a conference call in May and said the company was working on getting "our acttogether on Chunky."

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; LARams' Todd Gurley, Green Bay Packers' Eddie Lacy and Chicago Bears' Kyle Long.

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

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

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Richard Sherman Dangles From Helicopter in New Chunky ad

Chunky has been an NFL sponsor since 1997. Some of its best-known tie-ins were years of Mama'sBoys commercials including players and sometimes their real moms. That campaign last appeared in2014, featuring Richard Sherman and his mother, Beverly. This year, there are no plans for a Mama'sBoys campaign.

Instead, the "Everyman" campaign "takes a fresherlook on our target and who they are now and itcelebrates them," said Abby Elu, marketing managerfor Campbell's Chunky Soup. "They're more activeand carry a lot more responsibility than theynecessarily get credit for."

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

The six players are shown gathering in Mr. Brees'basement, enjoying various Chunky soups as theydraft everyday guys. Messrs. Ebron and Lacy didregional work on Chunky before, while the other four

are newcomers to the brand.

"We wanted to pick guys that represented the goodness of our brand as well as of the target thatthey're there to celebrate," said Ms. Elu.

Soup slump

Campbell's U.S. soup sales fell 5% in the fiscal third quarter. Its sales of ready-to-serve soup, thecategory Chunky plays in, dropped a steeper 13%. Fiscal fourth-quarter results are due in earlySeptember.

Ms. Morrison has said the company's issue in U.S. soups is in ready-to-serve. "And I look at myself inthe mirror on this one. It was bad execution on Chunky," she said in response to an analyst's questionduring the May call. "We had lack of compelling advertising. We didn't leverage our partnership wellwith the NFL. We had a label issue in the first quarter which cost us sales. But the good news is thatthese are all execution issues within our control and we are actively addressing them."

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Campbell's Chunky Everyman Credit:Campbell Soup



Two issues, in particular, hit Chunky. The company made changes including price adjustments andhighlighting a Super Bowl 50 promotion on the front of the label, which made it difficult for people tofind their favorite variety. Still, Chunky has annual retail sales of $488 million and is eaten by 25% ofU.S. households, with consumption split roughly 60% male/40% female.

Ms. Elu declined to discuss spending on the campaign, but said "it's probably a slight increase overlast year" that will "feel bigger" as the brand does more with its NFL relationship and is "goingstrong" with spending on ESPN, including an integration with the network's show "Love Hate." It isalso stepping up its presence in social, doing contextual search inside sports-related content, gettingback on radio and will do sampling at some NFL games and retailers.

Online, people can take a quiz and see their names added to a fictional roster with positions such aswork week grinder. They can also enter a sweepstakes for chances to win prizes including SuperBowl tickets, signed "Everyman All-Star League" helmets and NFL Shop gift cards.

The brand is also introducing four new flavors, or "rookies for the 2016 season" as they have beendescribed: Chili Mac, Creamy Chicken Noodle, Clam & Corn Chowder with Bacon and Spicy BBQSeasoned Chicken with Beans.

Along with Y&R New York, Ms. Elu said Chunky is working with MEC on media, Edelman onpublic relations, Genesco Sports Enterprises on player and team relationships and the Mars Agencyon shopper marketing.

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| September 2, 2009

BRAND MARKETING (/BRAND-MARKETING)

CampbellRevampsChunky SoupLine

Campbell Soup Co. is rolling out what it callsthe most comprehensive set of enhancementsin its Chunky soup line’s 40-year history. TheCamden, N.J.-based manufacturer is nowoffering 23 Chunky soups with both a fullserving of vegetables and 100 percent leanmeat.

“Extensive research revealed men today arefacing what we call a ‘male meal dilemma’ —they’re having trouble finding convenient,satisfying foods that taste good and that they

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feel good about eating,” said Michael J. Barkley,vp of ready-to-serve soup. “We saw anopportunity for Chunky to help solve thatdilemma. We took what people love aboutChunky and made it even better, with morehigh-quality, nutritious ingredients that tastegreat and fill you up.”

To highlight thechanges, a new labeldesign calls outChunky’s nutritionalbenefits and featurescolor-coding to helpguide customers tosimilar soupvarieties.Additionally, a newtelevision campaign,“This Is Why,” takesa more gut-level approach than earlier TV ads,showing real fathers working hard beforereturning home to their children and eating abowl of Chunky soup to demonstrate how thebrand fits into their lifestyle. The improvedproduct will also star in print and radio ads.

In addition to reaching out to its core maleconsumer, Campbell is running Chunky soupprint advertising for the first time in women’smagazines, such as Cosmopolitan and Woman’sDay, and featuring the product in ads that willair as part of female-oriented television andradio programming.

1 Volvo Orbits the Earth in theFinal Chapter of Its Epic, Time-Twisting Trilogy(http://adweek.com/brand-marketing/volvo-orbits-the-earth-in-the-final-chapter-of-its-epic-time-twisting-trilogy/)

2 Are Podcast ‘Super Listeners’Audio Advertising’s Next SweetSpot?(http://adweek.com/digital/could-podcast-super-listeners-be-the-next-advertising-sweet-spot/)

POPULAR NOW

“Women not only make the majority ofpurchase and meal decisions for the household,but they actually consume about half of theChunky soup that is brought into the home,”said senior brand manager Douglas Brand. “Wetook a fresh new approach with our media planto speak to both men and women. People canexpect to see Chunky ads during NFL gamesand in many other surprising places.”

Although for the first time in over a decade thebrand’s TV ads aren’t featuring NFL players,Campbell is continuing to employ the NFL inits in-store, promotional and online activities topromote the Chunky line. Additionally, thecompany has recruited Hall of Famequarterback Troy Aikman as a spokesman toembody “male meal dilemma” from an activedad’s perspective. Aikman will appear in threeissues of Men’s Health under a new partnershipthe Chunky brand has with the publication.

Also as part of this collaboration, Men’s Healthis debuting a microsite,www.ChunkySoupGamePlan.com(http://www.ChunkySoupGamePlan.com),which goes live Sept. 8. The site will featureinteractive tips, tools and videos to help menimprove their quality of life by such simplechanges as making good food choices andstaying active. Visitors also can enter asweepstakes to win a trip to Super Bowl XLIVin Florida in February 2010.

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e t adve t s g sweet spot/)

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Further, the “Click for Cans” contest is still amajor plank in the Campbell’s Chunky/NFLTackling Hunger program, an initiative withthe goal of fighting hunger in the U.S. bygenerating food donations to Feeding Americafood banks and raising awareness about anti-hunger efforts.

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11/17/2017 brandchannel: Souper Bowl: 5 Questions With Abby Elu, Campbell's Chunky Soup

http://brandchannel.com/2016/09/01/chunky-soup-090116/ 1/12

Souper Bowl: 5 Questions With Abby Elu,Campbell’s Chunky SoupPosted September 1, 2016 by Abe Sauer

Green Bay Packers legend Reggie White and currentPacker star Eddie Lacy are forever linked in soup.Specifically, Campbell’s Chunky Soup. It was 1997when Chunky Soup ran its first NFL campaign starringReggie White. Nineteen years later, Eddie Lacy isstarring in its just-announced NFL-related campaign“Everyman All-Star League.”

It’s easy to see why Chunky Soup, one of the NFL’soldest partners, is maintaining the relationship. Between White’s 1997 ad and Donovan“Mama” McNabb’s 2001 message, soup revenues for Chunky Soup doubled.

brandchannel:

5 questions news features subscribe events search



Nearly 20 years on, Chunky is taking on fantasy football in 2016 with a half-dozen NFLstars serving as league general managers. Chunky is inviting fans to joinEverymanLeague.com for the chance to win tickets to Super Bowl LI on Feb. 5th andother gear.

In addition to the sweepstakes, this Super Bowl season Chunky is also trying to freshenup its brand with innovative flavors, including Clam and Corn Chowder with Bacon,



Spicy BBQ Seasoned Chicken With Beans, Chili Mac with Beans, Macaroni Pasta andMeat and Creamy Chicken Noodle.

We spoke with Abby Elu, Brand Manager for Campbell’s Chunky Soup, about keepingthe passion and fun alive in its long-running NFL partnership.

brandchannel: What makes for the perfect Chunky Soup NFL spokesman?

Abby Elu: The perfect Chunky Soup NFL spokesperson is an everyday guy, tacklingeveryday victories just like our core consumer. While these six spokespeople areamazing athletes and teammates on the field, they’re even more exemplary off the field.

They’re reliable, trusted and inspiring people who are passionate about their family andfriends, and active in their communities. They’re all hard workers and embody all of thequalities and character that are important to the Chunky brand.

brandchannel: Over the years, Chunky Soup focused on players’ moms, and then“Mama’s Boys.” How does the brand keep the Chunky Soup messaging fresh?

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Abby Elu: If the Chunky Soup/NFLpartnership were a kid, he’d actually be oldenough to play in the NFL. Chunky is thesecond-longest tenured sponsor of the NFL– 19 years and counting! Over the past twodecades, the NFL’s and our demographiccontinually changed and it’s our job to berelatable to consumers. Fantasy football is aphenomenon that everyone plays and theEveryman All-Star League is the perfectplatform to hit the millennial fan, stay athome dad and working mother.

Brandchannel: On a recent call, Campbell Soup Company CEO Denise Morrisonsaid the company needed to increase “excitement” in its core products. In anincreasingly crowded market and an even more crowded consumer mindspace,

Stirring up some fun w/ @nfl stars @drewbrees @OBJ_3 @TG3II@Ebron85 @Lil_Eazy_Ana_42 @Ky1eLong #staytuned for more12:59 PM - Jun 21, 2016

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Campbell's Chunky @CampbellsChunky



how does a brand like Chunky bring “excitement” to a product that’s been amainstay of kitchens for decades?

Abby Elu: Through our six NFL spokespeople. From a veteran Super Bowl MVP to aRookie of the Year running back on Los Angeles’ newest franchise, these six playerswill share the brand’s excitement via their social networks and the six hilarious nationalcommercials.

The brand will use several of them at grocery stores in their local markets to surpriseand delight fans, too. We’ll also be on the road throughout the NFL season with ourChunky food truck. The truck will show up at NFL stadiums offering free Chunky Soupand NFL-licensed swag.

Selfie from the set #NationalSelfieDay @drewbrees @OBJ_3@TG3II @Ebron85 @Lil_Eazy_Ana_42 @Ky1eLong #chunkysoup#nfl4:26 PM - Jun 21, 2016

21 830 2,424




brandchannel: What is your favorite Chunky Soup-NFL spot of all time?

Abby Elu: I’ll always remember Donovan McNabb, because it was one of my firstshoots and was funny to watch Mrs. McNabb tell Donovan what to do! I also loved theRonnie Lott shoot we did last year around the Big Game (we sang together when thecameras weren’t rolling), but I’d have to say that working with these six athletes in LosAngeles a few months ago and seeing the production come to life, this is definitely myfavorite. The chemistry of the six competitors was amazing to see in-person andwatching their sense of humor while they endorse our brand – a product they believe in– was absolutely remarkable.

Below, a look back at some of the iconic Campbell’s Chunky Soup/NFLcampaigns:

The Everyman All-Star League coming soon! youtu.be/YlBUBPUliuI#NFL #soup @drewbrees @Ebron85 @OBJ_3 @TG3II@Ky1eLong @Lil_Eazy_Ana_421:23 PM - Jul 22, 2016

2 13 35


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years/133858) (http://www.adweek.com/agencyspy/monday-odds-and-ends-361/133867)

BRANDS (/AGENCYSPY/CATEGORY/BRANDS)

Campbell Sends Its Chunky Soup Brand Back toBBDO After 20 Years with Y&R

By Patrick Coffee (http://www.adweek.com/agencyspy/author/pcoffee) on Jul. 10, 2017 - 5:55 PM

The Campbell Soup company has shifted creative responsibilities for its Chunky brandfrom Y&R to BBDO without a review. The former shop had handled the account forjust over 20 years.

Sports Business Daily first broke the news this morning(http://www.sportsbusinessdaily.com/Journal/Issues/2017/07/10/Marketing-and-Sponsorship/The-Lefton-Report.aspx), noting that Campbell had “quietly moved” thebusiness. BBDO deferred to the client for comment.

Comment (http://www.adweek.com/agencyspy/campbell-sends-its-chunky-brand-back-to-bbdo-after-20-years-with-yr/133865#fb

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Printed 11/17/2017

“BBDO has been a valuable agency partner to Campbell for many years and has donegreat work with the Campbell’s ‘Made for Real Real Life’ campaign and the launch ofour new brand, Well Yes!,” a client spokesperson said. “We recently made the decisionto transition the Campbell’s Chunky soup business to BBDO to create breakthroughwork that resonates with our consumer, leverages the equity of the NFL and inspiresfearless creative thinking.”

The Campbell representative also praised Y&R’s “excellent work,” noting that theclient will continue to work with them “in other parts of the business” like cookies andcrackers brand Pepperidge Farm and adding, “We want to thank them for theirlongstanding support and contribution to our Chunky business for many years.”

“Campbell’s has made a strategic marketing decision to bring all their soup brandstogether and BBDO will be overseeing all aspects of their future initiatives,” wrote aY&R spokesperson. “Y&R created a unique, meaningful and enduring position for theChunky brand, beginning in 1996 with ‘The soup that fills you up right.’ Thatcampaign was articulated through a powerful NFL partnership and included bothactors and real-life moms of NFL players which resulted in tripling the size of theirbusiness. Our most recent campaign “Everyman All-Star League” also helped drivedouble-digit growth for the brand.”

The statement continued, “We are proud of everything we have done with Chunky’sover the years and wish Campbell’s continued success with their all their soup brands.We look forward to continuing to work with Campbell’s Pepperidge Farm brand tofurther grow their global baked snacks business.”

According to the Sports Business Daily report, BBDO’s work will follow theNFL theme established by Y&R. The new campaign, set to break in August right beforethe new NFL season, will consist of a series of spots starring Dallas Cowboysquarterback Dak Prescott, Pittsburgh Steelers wide receiver Antonio Brown, CarolinaPanthers linebacker Luke Kuechly—but apparently not their mothers.

Campbell is one of BBDO’s legacy clients as the agency has worked with the companyin some form since the early 20th century, developing its iconic “M’m! M’m! Good”tagline.

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Y&R picked up Chunky in a “suprise” 1996 move(http://adage.com/article/news/campbell-adds-y-r-roster-satisfy-global-ambitions/75804/); the account had been with now-defunct Backer Spielvogel Batesor BSB. The larger Campbell company has made some other changes to its agencylineup in recent years, most notably sending prepared foods brands Prego,SpaghettiOs, Pace and Ready Meals to Anomaly in early 2016(http://www.adweek.com/agencyspy/anomaly-wins-campbells-prepared-foods-brands/104216) (there had been no incumbent on these accounts).

The spending totals for Chunky are significantly lower now than when Y&R won thebusiness more than 20 years ago. At the time, AdAge estimates(http://adage.com/article/news/campbell-adds-y-r-roster-satisfy-global-ambitions/75804/) put the brand’s yearly budget at approximately $20 million. Now,Kantar Media’s latest numbers have Chunky spending just under $7 million onmeasured media in 2015 and $8.3 million in 2016.

MEC remains Campbell’s media agency of record.

Comments1 Comment Sort by

Ed Bernstein · San Francisco, CaliforniaYour lead is wrong, says the opposite. "The Campbell Soup company has shifted creativeresponsibilities for its Chunky brand from BBDO to Y&R"

Like · Reply · 1 · Jul 11, 2017 2:19am

Patrick Coffee · Brooklyn, New YorkYou're right, my typo.

Like · Reply · 1 · Jul 11, 2017 9:42am

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12/21/2017 No soup for you, Y&R: Campbell’s moves Chunky to BBDO - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global

http://www.sportsbusinessdaily.com/Journal/Issues/2017/07/10/Marketing-and-Sponsorship/The-Lefton-Report.aspx 1/4

Published July 10, 2017, Page 9

A

SBJ/July 10-16, 2017/Marketing and Sponsorship

No soup for you, Y&R: Campbell’s moves Chunky to BBDO

fter decades with WPP-owned ad agency Y&R, Campbell’s Soup has quietly moved itsNFL-centric Chunky Soup account to BBDO. Omnicom’s BBDO already handles creative

duties for other Campbell’s brands, along with fellow NFL corporate sponsors Mars (Snickers)and Pepsi, one of the league’s biggest corporate patrons.

This year’s campaign, shot recently, will have separate spots with Dallas Cowboys quarterbackDak Prescott, Pittsburgh Steelers wide receiver Antonio Brown and Carolina Panthers

linebacker Luke Kuechly. As in the past, the ads will break in August, just before the NFL season, which will begin with Kansas City visiting the SuperBowl champion New England Patriots in a prime-time NBC broadcast.

During its 20 years with Y&R, some of the more memorable campaigns included “Mama’sBoys” with an impressive panoply of NFL athletes and their mothers. The roster includedReggie White, John Elway, Richard Sherman, Terrell Davis, Michael Strahan, DonovanMcNabb and Brian Urlacher. Last year’s Chunky/NFL campaign centered on fantasyfootball, with Drew Brees, Odell Beckham Jr., Eddie Lacy, Todd Gurley, Eric Ebron and KyleLong, drafting the “Everyman All-Star League.”

Campbell’s is one of the NFL’s longest-tenured corporate sponsors, having first signed in1998, when Chunky Soup sales were so soft that the brand was in danger of vanishing fromretail shelves.

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Richard Sherman is one NFLer who has souped it up for

Campbell's.

'47 Brand is focusing on making "wherever our product is more 'shoppable'" its owner says.

> RETAIL REV-UP: Just as sports licensing power Fanatics is expanding rights and effortsinto nearly every corner of the business, so is licensed apparel nameplate ’47 Brand.

“On the product side, nothing is revolutionary now; it’s all about execution,” said ownerSteven D’Angelo, who is forecasting sales gains exceeding 20 percent this year. “So ourgoal is to make wherever our product is more ‘shoppable.’”

Toward that end, ’47 has adopted a number of retail initiatives, including a branded section atmore than 400 Lids locations and plans for as many as 100 “stores-within-stores” at Dick’sSporting Goods by year’s end. At college bookstores, ’47 now has 35 concept shops acrossthe country, with a goal of 80, backing the company’s 600-plus college licenses, whichaccount for 20 percent of overall sales.

As ’47 Brand continues to develop the non-headwearside of its business, D’Angelo estimated that apparelsales will eclipse headwear by the end of 2019.Currently, apparel represents 35 percent of overallsales, he said.

> HBATHLETE: Add Panthers tight end GregOlsen to Unilver’s roster of athlete endorsers.Agency sources tell us Olsen eventually may do TVads for the packaged-goods giant, but for theforeseeable future he will be seen in digital, print andPR appearances for Unilever’s portfolio of malehealth and beauty aids brands, which include Axe,Degree and Suave.

> CHANGING CHANNELS: Justa few months after hanging up hisskates following 30 years as afigure-skating impresario, SteveDisson is returning to his roots intennis, having signed on as Tennis



Photo by: '47 BRAND

DISSON

Channel’s first head of newbusiness development,

sponsorships. Disson was an early employee of the sports agency ProServ, an antecedent of today’s Octagon. Disson will be basedin Washington, D.C., and the network’s New York office and report to Allison Bodenmann, senior vice president and head of adsales.

Disson said his last tennis deal was probably 15 years ago.

Following its acquisition by Sinclair Broadcast Group, Tennis Channel has increased its reach to more than 54 million households.Earlier this year, Sinclair acquired Tennis magazine and Tennis.com.

> BANKING ON MASCOTS: Centier Bank has signed a five-year deal as the second sponsor of the forthcoming Mascot Hall of Fame, scheduled toopen next spring in the Chicago suburb of Whiting, Ind. Centier is headquartered in nearby Merrillville, Ind.

As part of its “Founding Partner” sponsorship, Centier gets official bank designation, will have branded ATMs on site and underwrite what’s being calledthe “Phuzzical Education” area of the planned 25,000-square-foot facility. Centier also will create a corporate mascot as part of the marketing platform.

BP previously signed as a Mascot Hall of Famecorporate sponsor. Mascot HOF sales are handledby Rob Yowell, Gemini Sports Group; FishbaitMarketing’s Rick Jones; and former NCAAexecutive David Knopp. Yowell said the HOF also isseeking deals in the insurance, auto, soft drink andconsumer electronics categories.

Terry Lefton can be reached [email protected].

mailto:[email protected]

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