Our Campbell’s Chunky brand—the official soup sponsor of Super Bowl 50—has been celebrating moms for more than a decade, but this year it is taking a new approach.
With Super Bowl 50 this weekend, Campbell’s Chunky soup is honoring the big game’s unsung heroes with a new video spot. The spot combines heartwarming sentiment with the athleticism and first person reality of playing sports where you need physical and emotional sustenance.
“This One’s for Mom” tells the story of an athlete’s journey from pee wee football to the big leagues, with mom by his side every step of the way. It highlights the connection the two have and places much-deserved importance on the role of Mom during her son’s development.
“We’ve told the story of the bond between mother and son before,” says Umang Shah, Director of Global Digital Marketing and Innovation, “but we are taking the opportunity with this project to build something a bit more emotional.”
Chunky featured the Green Bay Packers in the spot to help tell the first-person story that ends with the son taking the field in a Packers jersey. And in that story, when an athlete makes it to the biggest stage of his career, a proud mom is behind it.
Chunky advertising campaigns typically center around television or paid media, but the brand took a digital-first approach with “This One’s for Mom,” with a handful of national TV spots and a regional TV ad in Green Bay that will air during Super Bowl 50. The brand is sharing the video with key influencers and using an impactful brand message to inspire them to share the video using the hashtag #mompride.
Watch “This One’s for Mom” and share the video to show your support for Mom!