Set in mythical Reginald H. White Memorial Park, on the corner of Landry Road and Halas Drive, the latest and largest rendition of the famed "Campbell's Chunky" soup "Mama's Boys" ads takes on legendary proportion, as eight of the NFL's most elite athletes, including Jacksonville Jaguars running back Maurice Jones-Drew, battle it out in snow, rain, and sunshine just as they did when they were kids, all under the watchful eyes of their moms.
In addition to Jones-Drew, LaDainian Tomlinson (San Diego Chargers), Jonathan Vilma (New York Jets), Devin Hester (Chicago Bears), Larry Johnson (Kansas City Chiefs), DeMarcus Ware (Dallas Cowboys), Todd Heap (Baltimore Ravens) and Matt Hasselbeck (Seattle Seahawks), returning for his second year as a "Campbell's Chunky" spokesman, will be featured in the 2007-2008 advertising campaign with their real-life moms. Since 1997, the Campbell Soup Company (NYSE:CPB) has featured some of the NFL's greatest athletes in the "Chunky" soup "Mama's Boys" advertising campaign, including Reggie White, John Elway, Terrell Davis, Jerome Bettis, Donovan McNabb, and Brian Urlacher, among others. This year's ads feature the largest contingent of NFL players in the brand's history.
The ads will once again play on the long running and popular "Mama's Boys" theme, with all eight NFL players battling the elements of rain and snow on the field in four-on-four pick-up action, exhibiting their true passion for the game, then returning home to mom for a bowl of "Campbell's Chunky" soup to satisfy their NFL size hunger. This season's "Chunky" soup campaign will include three :30s spots and two :15s spots, as well as print, radio and online ads, all set to debut during the NFL's extended opening weekend schedule, beginning September 6th.
"This year we've got a lot of great things to talk about, from a new product line that satisfies an NFL size hunger to our working with more players and more teams than at any other time in our ten years as an NFL sponsor," said Doug Johns, Senior Brand Manager, Chunky soup. "We're very excited for the NFL season to get underway."
The campaign continues to feature the trademark "Campbell's Chunky" soup tagline, "It fills you up right," which has helped the brand double sales since the campaign began in 1997. The tagline will also be used to introduce the company's newest product line, "Campbell's Chunky" Fully Loaded soups, which have been developed to satisfy even the biggest NFL size hunger. "Campbell's Chunky" Fully Loaded soup varieties are inspired by delicious meals like Rigatoni with Meatballs, Stroganoff-Style Beef, Turkey Pot Pie, and Beef Stew.
Award winning commercial director Andrews Jenkins was selected for the second consecutive year to direct the new "Chunky" soup commercials. Jenkins brings his distinctive style to the "Mama's Boys" spots, which allows the creative to push the boundaries of traditional food advertising by utilizing various film techniques that enhance the "hard-hitting" attitude of the campaign. Advertising creative for the campaign is handled by Young & Rubicam, New York.
All NFL players participating in the "Campbell's Chunky" soup campaign were secured by PLAYERS INC, the licensing and marketing subsidiary of the NFL Players Association.
Please visit www.chunky.com for more information on the new "Campbell's Chunky" soup ad campaign.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality simple meals, soups, baked snacks, vegetable-based beverages, and premium chocolate products. Founded in 1869, the company has a portfolio of market-leading brands, including "Campbell's," "Pepperidge Farm," "Arnott's," "V8," and "Godiva." For more information on the company, visit Campbell's website at www.campbellsoupcompany.com