Real Mamas Featured in National Campaign with New Lineup of ‘Mama’s Boys’
CAMDEN, N.J., May 10, 2002 /PRNewswire-FirstCall via COMTEX/ — Will the real
moms please stand up? Campbell Soup Company (NYSE: CPB) today announced that for
the first time, real NFL moms will join their sons to champion Campbell’s Chunky
soup in its popular “Mama’s Boys” marketing campaign.
Philadelphia Eagles’ all-pro quarterback Donovan McNabb returns to the 2002
soup-season campaign, joined by his mother Wilma. New to the “Mama’s Boys”
line-up are Pittsburgh Steeler Jerome Bettis and Gladdis Bettis, New York Giant
Michael Strahan and Louise Strahan, and Chicago Bear Brian Urlacher and his
mother Lavoyda Lenard. Each player and his mother will be featured in television
and radio advertising set to debut during the NFL’s opening weekend in
Campbell’s “Mama’s Boys” campaign has worked in tandem with the company’s
sponsorship of the National Football League to help solidify the strong Chunky
soup positioning that has helped feed the double-digit growth of the brand. The
addition of the players’ real-life moms is part of a creative shift to reach out
to a broader audience. While the commercials will feature the lighthearted humor
of past campaigns, each player and mom will team up to bring the trademark
Chunky soup “It fills you up right” message to members of the community at
The commercials have been filmed on locations as varied as a scrap yard, bowling
alley, classroom and subway station — taking Chunky soup from the football
field to the “real world.” In past campaigns, actresses have portrayed the
mothers and the commercials were filmed on studio sets.
“The Campbell’s Chunky soup campaign has always had fun with the interplay
between the best personalities in the NFL and their mothers’ outrageous efforts
to keep their boys eating right,” said Jeremy Fingerman, Vice President – U.S.
Soup. “This year’s ‘Mama’s Boys’ campaign will truly bring this nurturing and
caring relationship to life, and take the comedic effort to the community at
With 12 Pro-Bowl appearances among them, the 2002 Chunky soup “Mama’s Boys” line
up reads like an all-star roster of established and up-and-coming players. On
offense, McNabb continued to dominate during his third NFL season, leading the
Philadelphia Eagles to the NFC championship game in 2002, and perennial
Pittsburgh great Bettis rushed for his fifth consecutive 1,000-yard season. On
the defensive side, Strahan and Urlacher both sacked their competition last
season, with Strahan breaking the 17-year-old, single-season record for sacks
with 22-1/2, and Urlacher providing leadership that put the “monster” back in
“‘Mama’s Boys’ are selected based on their on-field performances, their
off-field personalities, and their personification of the Chunky soup brand — a
bigger-than-life, hard-working guy who is always looking out for others,” added
The campaign reinforces Campbell’s relationship with the NFL, while highlighting
brand leadership and product quality. The total marketing effort will be the
largest in the history of the Chunky brand, with the new advertisements
complemented by a mobile marketing tour and a nationwide hunger relief and
The Tackling Hunger tour will help fans learn how they can help fight hunger in
America and will provide product sampling and interactive games at NFL events
and other venues throughout the season. Campbell’s Chunky/NFL Tackling Hunger
program generated a donation of more than 6 million cans of Campbell’s soup for
food banks across the country last season alone, and more than 26 million pounds
of food since 1997. Fans can do their part to help tackle hunger by visiting
http://www.chunky.com to locate an America’s Second Harvest affiliate in their
Campbell’s Chunky soup brand has doubled in sales since 1997 and will follow its
successful game plan in the 2002 soup season with increased investments in
marketing and product improvement. Four of Campbell’s Chunky chicken varieties
will have more chicken than before and Campbell also is introducing a new line
of Chunky “Roasted Favorites” soups in October, including: Slow Roasted Beef
with Mushrooms, Herb Roasted Chicken with Potatoes and Garlic, and Honey Roasted
Ham with Potatoes. All Campbell’s Chunky soup varieties are packaged in
easy-open, pop-top cans.
The national advertising campaign will continue beyond the 2002/2003 NFL season.
Creative for the campaign is handled by Young & Rubicam, New York.
SOURCE Campbell Soup Company
CONTACT: Jeff Bedard of Campbell Soup Company, +1-856-342-5291, or
[email protected]; or Alan Kercinik of Weber Shandwick,
+1-312-988-2178, or [email protected], for Campbell Soup Company
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