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.
The six
players are shown gathering in Mr. Brees' basement, enjoying
various Chunky soups as they draft everyday guys. Messrs.
Ebron and Lacy did regional 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 that they'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, the category Chunky plays in, dropped a
steeper 13%. Fiscal fourth-quarter results are due in early
September.
Ms.
Morrison has said the company's issue in U.S. soups is in
ready-to-serve. "And I look at myself in the mirror on this one. It
was bad execution on Chunky," she said in response to an analyst's
question during the May call. "We had lack of compelling
advertising. We didn't leverage our partnership well with the NFL.
We had a label issue in the first quarter which cost us sales. But
the good news is that these are all execution issues within our
control and we are actively addressing them."
Two issues, in particular, hit Chunky. The company
made changes including price adjustments and highlighting a Super
Bowl 50 promotion on the front of the label, which made it
difficult for people to find their favorite variety. Still, Chunky
has annual retail sales of $488 million and is eaten by 25% of U.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 over last year" that will
"feel bigger" as the brand does more with its NFL relationship and
is "going strong" with spending on ESPN, including an integration
with the network's show "Love Hate." It is also stepping up its
presence in social, doing contextual search inside sports-related
content, getting back 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 as work week grinder. They can also enter a
sweepstakes for chances to win prizes including Super Bowl 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 been described: Chili Mac, Creamy Chicken
Noodle, Clam & Corn Chowder with Bacon and Spicy BBQ Seasoned
Chicken with Beans.
Along
with Y&R New York, Ms. Elu said Chunky is working with
MEC on media, Edelman on public relations, Genesco Sports
Enterprises on player and team relationships and the Mars Agency on
shopper marketing.
