Campbell’s Chunky, the Official Soup Sponsor of the NFL, has enlisted Seattle Seahawk Pro Bowl cornerback Richard Sherman as the face of the 2014 “Mama’s Boy” campaign.
This season Campbell’s add a twist to its classic NFL activation campaign (which began in 2007) which sees it use a real mom/mum to be featured alongside her “Mama’s Boy.”
In the ads, Beverly Sherman will act as the leader of a group of Seattle Superfans who do everything in their power to make sure their favourite gridiron hero gets his Chunky soup.
Thus, Chunky kicks off its national ad campaign activating its sponsorship of the NFL with a Sherman-fronted spot launched on league’s own NFL Network and then rolled out across national stations from 4 September – the day the 2014/15 season starts with the opening game between the Seahawks and the Green Bay Packers.
The full-length, epic adventure of “Mama Sherman and The Legion of Super Fans” follows Richard Shrman’s high-flying mission to get Super Bowl Champion via his his bowl of Campbell’s Chunky Soup!
There are other seeded versions and cuts of the spot too.
“Richard Sherman is one of the elite players in the NFL, he has a wonderful relationship with his mother and his fan base is extremely energetic,” said Neeli Straiges , Senior Brand Manager, Campbell’s Chunky soup.
“We are excited for Richard and Beverly to be the next faces of this iconic campaign and to be part of the Mama’s Boy history.”
This slightly whacky, tongue-in-cheek ad is localised for the game markets and localisation is a key part of the brand’s strategy this season.
Y&R New York created the advertising campaign in a style inspired by a superhero thematic.
The integrated campaign will run across digital, in-store as well as TV.
The advertising creative will be featured in the places where NFL fans go to satisfy their hunger for football.
The media plan includes paid media spots across television and digital media during pre-game, in-game and post-game analysis shows, with particular emphasis around games when the Seattle Seahawks are playing.
In the coming weeks, Campbell will also introduce its first-ever animated video, featuring cartoon versions of the cast, as imagined by renowned illustrator J.J. Sedelmaier.
Another key element of the new season activation sees the Chunky brand also launch its first Tumblr – featuring content stretching from football news to game day recipes.
‘Campbell’s Chunky, the official soup sponsor of the NFL for more than 15 years, is focusing on kicking-off the new season with in-store and in-stadium activations right across the USA,’ explains Megan Haney, manager of brand communications at Campbell Soup Company.
The brand is working not just with the league itself, but also with a set of franchises such as the Seattle Seahawks, Cincinnati Bengals, New York Giants, Buffalo Bills, and Dallas Cowboys on events throughout the season, including in-stadium sampling of Chunky soups or customized activities with retail partners, such as Kroger in Cincinnati.
For example, the brand has two major events planned for this season at MetLife Stadium in New Jersey for the Giants, as well as a charity program with the Bills called Tackle Hunger.
The company will donate 20 cans of soup to food banks in Western New York for each tackle made by Bills defenders this season.
To promote the initiatives, Haney says Campbell Soup works with the teams to amplify the efforts on social media through Twitter, Facebook, and newsletters.
Comment
Over the 16 years of its “Mama’s Boy” campaign, longtime NFL sponsor Campbell’s has typically used actresses to play NFL moms. For example, 2012’s Chunky soup ads with New York Giants wide receiver/salsa dancer Victor Cruz used a bogus mom and grandmother for the player and 2013’s ads with Green Bay Packers linebacker Clay Matthews entering a “momcave” behind his locker also do not include his genuine mother, Leslie Matthews.
But the brand has clearly accepted that times have changed and begun using a real mum. Perhaps its the stunning success of P&G’s ‘Thank You Mum’ Olympic campaign, or the wider trend towards more honesty and transparency in marketing in general.
Whatever the key driver behind the change – we are big supporters of this authentic tactical shift.
In conjunction with the new ad campaign, Campbell will kick off the upcoming NFL season with a lineup of five delicious new Chunky soups: Pub-Style Chicken Pot Pie, Sausage & Pepper Rigatoni, Beer-n-Cheese with Beef & Bacon, Jazzy Jambalaya and Mushroom Swiss Burger.
Building on the success of the pub-inspired soups introduced last season, Campbell hopes to continue to develop flavours to enhance the brand’s strong appeal to people with hearty appetites who enjoy filling, ready-to-serve soup.
Links
Campbell’s Chunky Website
http://www.campbellsoup.com/Products/Chunky
Campbell’s Chunky Facebook
https://www.facebook.com/chunkysoup
Campbell’s Chunky Twitter
https://twitter.com/CampbellsChunky
Campbell’s Chunky Tumblr
http://www.tumblr.com/tagged/chunky-soup
NFL Website
