Campbell’s Chunky: Lunchtime is your halftime

Sean Logan

Campbell's Chunky, a soup brand, recruited Super Bowl winning coach, Sean McVay, to stave off a forecast sales decline, continue to drive growth and steal share, and get millennial men in the US to see Chunky as a winning mealtime option.

Campaign details

Brand: Campbell's Brand owner: Campbell Soup Company Entrant company: Leo Burnett, USAIdea creation: Genesco Sports Enterprises Dallas Market: United States Sector: Convenience, readymade Media channels: Programmatic display, Online display, Social media, Content marketing, Online videoBudget: 10 - 20 million

Executive summary

Soup sales boomed during the pandemic. But with the world back on the move, its outlook cooled significantly. Our challenge: keep Chunky relevant – and keep it on top of grocery lists.

To win, we’d have to entice millennial...

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