NFL Stars Draft Everyday Guys in Campbell's Chunky Campaign

Campaign Creates Fantasy League Among Players in Drew Brees' Basement

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


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

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