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Marketing Brand Strategy NFL

Campbell’s Chunky Soup is ready for some football (inside Fortnite)


By Webb Wright | Reporter

January 12, 2023 | 4 min read

The soup brand announces the launch of the Chunky FuelUp Tournament – a branded, football-themed activation inside Fortnite Creative – just days before the start of the 2023 NFL playoffs.


Chunky’s new Fortnite activation includes three separate challenges. / Campbell’s

Campbell’s Chunky has launched its own activation in Fortnite, the cross-platform multiplayer game that's become a popular destination for brands looking to cash in on the burgeoning metaverse.

Launching just two days before the beginning of the 2023 NFL playoffs, the Chunky FuelUp Tournament, “features three unique challenges to test players’ speed, agility, and accuracy,” per the company. Each of the challenges will incorporate elements of American football: The Spicy soup sprint (running), the Protein power course (juking), and the Hearty hail Mary (throwing).

The new activation is an extension of Campbell’s long-running stint as the “official soup sponsor of the NFL.”

The branded virtual experience is hosted inside Fortnite Creative, a mode within Fortnite that allows players to create their own games on so-called “Creative Islands.”

“Launching a Chunky metaverse experience is another step forward for the brand to intersect sports and culture,” Marci Raible, vice President, integrated Marketing at Campbell’s meals and beverages, said in a statement. “As we leverage our 25-year NFL partnership, this activation allows Chunky to connect with the gaming audience and offer an innovative brand interaction.”

As talk of the metaverse (a vague term without any universally agreed-upon definition) has continued to percolate across adland, platforms such as Fortnite and Roblox have recently been attracting brands of all shapes and sizes, like moths to a flame. (The NFL, for example, launched the “NFL Zone” in Fortnite in December.) In large measure, that attraction can be traced back to those gaming platforms’ huge audiences; more than 252.5 million people have played Fortnite in the past thirty days, according to video game statistics collector Active Player.

Anyone aged at least 18 years can compete in the Chunky FuelUp Tournament for a chance to win signed NFL merchandise, tickets to NFL games, being name-checked by [Twitch streamer and YouTuber] Nickmercs and the pride of being named the Chunky MVP. The winner of that last prize will be determined through a finale event, streamed by Nickmercs, on February 8.

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