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Campbell Company of Canada: Campaign to make Chunky 'Souper' by Crowdiate

Agency: Crowdiate
Date: Oct 2017
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In their most recent campaign, Chunky soup encourages Canadians to release their inner ‘souper’ hero and reveal the best version of themselves. Based on the insight that no one needs supernatural powers to put good into the world, the campaign celebrates how eating good stuff – like soup filled with big pieces of meat and veggies – can unleash your ability to do amazing things, while also introducing consumers to the newly-revitalized Chunky brand.

Just as interesting is the road the Campbell Company of Canada took to get to this new brand platform. The consumer-packaged-goods company disrupted their regular approach and partnered with Toronto-based Crowdiate to tap into a global creative community, sourcing concepts from talented creatives around the world. The winning idea originated from a senior creative team in New York, who then collaborated with Crowdiate’s Creative Director Ian Mirlin, and the Campbell team, to bring it to life.


Simon Truyens - brand campaign advisor - Campbell Company of Canada

Lesley Parrott - senior production consultant - Campbell Company of Canada

Ana Dominguez - president - Campbell Company of Canada

Moya Brown - vice president of marketing - Campbell Company of Canada

Mieka Burns - senior brand manager - Campbell Company of Canada

Melissa Mendoza - marketing director - Campbell Company of Canada

Karen Lee - director of integrated communication - Campbell Company of Canada

Marc Spurgeon - brand manager - Campbell Company of Canada

Alexandra Burns - assistant brand manager - Campbell Company of Canada

Tessa Waisglass - producer - Crowdiate

Aaron Nemoy - president - Crowdiate

Ian Mirlin - creative director - Crowdiate

Tony DiPietro - copywriter - Crowdiate

Chaz King - art director - Crowdiate

Maya Adler - account director - Crowdiate

Clive Desmond - audio director - TA2

Dana Gadsden - producer - TA2

Rita Ushakova - edit assistant - School Editing

Jon Devries - editor - School Editing

Erica Bourgalt-Assaf - producer - Fort York

Wade Odlum - colourist - Alter Ego

Krista Teague - line producer - Radke Films

Scott Mackenzie / Miriana DeQuinzo - executive producers - Radke Films

Nick Taylor - director of photography - Radke Films

Chris Hooper - director - Radke Films