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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Campbell’s Chunky soup launches “Everyman All-Star League” for fun and prizes

Campbell’s Soup is no stranger to the NFL. It’s Chunky line of soups has long been promoted with the “Mama’s Boy” commercials featuring everyone from Reggie White in 1997 to Jerome Bettis, DeMarcus Ware, Donovan McNabb, Victor Cruz and Clay Matthews getting meal advice from their “mothers.”

Now, Campbell’s Chunky soup, the official soup of the NFL, is ditching mom in favor of the everyman. The Everyman All-Star League is a new multi-platform campaign featuring six NFL star players drafting regular people into a fantasy league.

The “general managers” for this fantasy league are Drew Brees, Odell Beckham Jr., Eddie Lacy, Todd Gurley, Eric Ebron and Kyle Long. The first spot features the six gathered in Drew Brees’ basement doing their draft of regular folks like welder/volunteer fireman “Mitch Greenwald,” whom Beckham takes because he likes that Greenwald makes tiny doll furniture for his daughter.

It’s this kind of levity that plays well for NFL fans, but what makes this campaign, by Y&R New York, really attract more people is its contest. Fans can go to the website and enter to win Super Bowl LI tickets, autographed gear and other fan-based prizes. They just have to create an Everyman All Star card, get on a team and register.

“In this campaign, we turned the tables on traditional fantasy football and asked NFL superstars to draft everyday guys in Drew Brees’ basement,” said Abby Elu, Brand Manager, Campbell’s Chunky soup. “In a fun and light-hearted way, the campaign celebrates the daily victories the ‘everyman’ tackles on and off the field and highlights how Chunky soup fills up all kinds of people – from a Super Bowl stars to busy parents and loyal neighbors.”

Aside from the on-air and digital portions of the campaign, a Chunky food truck will tour local supermarkets and stadiums on game day sampling the latest Chunky flavors, like clam and corn chowder with bacon and spicy barbecued seasoned chicken with beans. In addition, there will also be several activations leveraging Campbell’s NFL team deals, including in-store appearances and NFL player meet and greets.

Expect more ads in the campaign as the season progresses.

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