New Product, New Ad Campaign Address the “Male Meal Dilemma”
CAMDEN, N.J.–(BUSINESS WIRE)–Aug. 31, 2009–
Campbell Soup Company (NYSE:CPB) is changing the game for Chunky
soups, introducing the most comprehensive range of enhancements in the
popular brand’s 40-year history. The line of more than 40 Chunky soups,
which also include Chunky Healthy Request® and
microwavable bowls, now has more soups that deliver a full serving of
vegetables; more soups have 100 percent lean meat; and many soups
provide a good source of protein. At the same time, Chunky continues
to deliver the same great taste and hearty satisfaction that people love.
Vice president of ready-to-serve soup Michael J. Barkley says the major
changes are in response to men’s increasing desire to live and eat
“Extensive research revealed men today are facing what we call a ‘male
meal dilemma’ – they’re having trouble finding convenient, satisfying
foods that taste good and that they feel good about eating,” said
Barkley. “We saw an opportunity for Chunky to help solve that
dilemma. We took what people love about Chunky and made it even
better with more high quality, nutritious ingredients that taste great
and fill you up.”
The line-up now includes:
People will see a new look from Chunky in the store, which is
intended to immediately signal the new and improved line up. A new label
design identifies the enhanced Chunky soup benefits, such as the
full serving of hearty vegetables and 100 percent lean meat. In
addition, color-coded labels help guide customers to similar soup
The revamped Chunky brand marks the second time in as many years
that Campbell has overhauled a complete line of soups. Last September,
the company launched a new line of Select Harvest®
soups made only from ingredients that people can readily recognize.
“At Campbell, we are focused on introducing major innovations that will
appeal to consumers and help drive category growth,” noted Barkley.
“This Is Why”…Chunky is Changing the Game
Chunky has been championing men for the past 40 years – but
extensive research by the brand indicated men have evolved over that
time. While still working as hard as ever, today’s man is more active
and involved with his family and in his community and he wants to eat
and live better. These consumer insights not only drove the dramatic
product improvements, but they also influenced the new Chunky advertising.
The “This Is Why” television campaign takes a more emotional approach
than previous ads, showing real dads working hard before coming home to
their kids and enjoying a satisfying, nutritious bowl of Chunky
soup to reinforce how the brand fits into their lifestyle. In addition,
the print and radio ads also reinforce why Chunky is better than
But it’s not just men that Chunky is trying to reach this year.
For the first time, Campbell is running print advertising in women’s
magazines for Chunky soup and it also is reaching women via
female oriented television and radio programming.
“Women not only make the majority of purchase and meal decisions for the
household, but they actually consume about half of the Chunky
soup that is brought into the home,” said senior brand manager Douglas
Brand. “We took a fresh new approach with our media plan to speak to
both men and women. People can expect to see Chunky ads during
NFL games and in many other surprising places.”
Women will see the new Chunky television spots airing during
“female friendly” day part television programming and they will see
print ads in magazines such as Better Homes and Gardens, Cosmopolitan
and Woman’s Day.
Chunky Taps Its Old Partner in New Ways
Campbell is continuing to utilize the NFL in its in-store, promotional
and online activities to promote the Chunky brand. In addition,
the company has enlisted Hall of Fame quarterback and Chunky fan
Troy Aikman as a spokesperson to bring the “male meal dilemma” to life
from an active dad’s perspective. His role includes an appearance in
three issues of Men’s Health as part of a new partnership the Chunky
brand has with the magazine. The Click for Cans™ competition
continues to be an important part of the Campbell’s Chunky/NFL Tackling
Hunger® program, an initiative that aims to fight hunger
in America by generating food donations to Feeding America food banks
and raising awareness about hunger relief.
This marks the first time in more than a decade that Chunky ads
are not featuring NFL players in television advertising. Barkley noted
that while the brand has enjoyed a great relationship with the league
and its players for the last decade, it is important to focus this
year’s advertising campaign on the product improvements and show the
everyday guy that new Chunky fits his lifestyle.
“Our longstanding use of NFL players in our advertising has served us
well in building our brand to what it is today,” said Barkley. “But to
communicate the breakthrough changes to Chunky, we realized that
we had to take a new approach with our advertising that signal to
consumers that something is different. That is why we’re making such a
major change to the ad campaign and we’re really excited about the new
According to Barkley, the new television and print advertising received
extremely positive feedback from consumers during testing and resonated
with both men and women.
Smart Tools to Eat Better, Live Better
As part of its partnership with the Chunky brand, Men’s Health
is launching a new microsite to help people find more ways to live and
eat better at www.ChunkySoupGamePlan.com.
The site, which will be live starting September 8, 2009, is loaded with
interactive tips, tools and videos to help regular guys take simple
steps to lead a better life, such as making good food choices and
staying active. Visitors also can enter a sweepstakes to win a trip to
Super Bowl XLIV in South Florida in February, 2010.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup, baked snacks, and
healthy beverages. Founded in 1869, the company has a portfolio of
market-leading brands, including “Campbell’s,” “Pepperidge Farm,”
“Arnott’s,” and “V8.” For more information on the company, visit www.campbellsoup.com.
*All of the meat in these products is lean. Half cup of vegetables in
one cup of soup.
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Source: Campbell Soup Company