“Mama’s Boys” Featured In National Marketing Campaign To Debut Sept. 9
CAMDEN, NJ (June 26, 2001) – Campbell Soup Company today announced that Philadelphia Eagles’ all-pro quarterback Donovan McNabb will join St. Louis Ram Kurt Warner to lead Campbell’s Chunky soup brand’s largest sports marketing effort in history. The players will be featured in television, radio and print advertising set to debut on Sept. 9, 2001 – the same day the two will face off in Philadelphia in one of the National Football League’s season opening games.
The Chunky soup campaign will again play on the popular “Mama’s Boys” theme to leverage the company’s NFL sponsorship and the goodhearted essence of the Chunky brand. The campaign combines new advertisements with a mobile marketing tour and the nationwide hunger relief program, Campbell’s Chunky/NFL Tackling Hunger.
“The Chunky soup campaign joins two American icons – Campbell and the NFL,” said Jeremy Fingerman, Vice President – U.S. Soup. “Donovan McNabb and Kurt Warner represent the best of the NFL, making their alliance with the Chunky brand very powerful.”
In only his second season, McNabb lit up the NFL in 2000/2001, leading the Philadelphia Eagles to their greatest turnaround season in franchise history with an 11-5 record and their first play-off appearance since 1996. Since his first start in November of 1999, McNabb has emerged as one of the most exciting quarterbacks in the NFL. He was a runner-up for the NFL’s coveted Most Valuable Player award in 2001 and earned his first Pro-Bowl appearance, appropriately filling in for the injured Kurt Warner. The selection of McNabb and Warner as spokesmen for the campaign reinforces Campbell’s relationship with the NFL and continues the long-standing tradition of featuring current NFL superstars to highlight brand leadership and product quality.
In addition to the advertising campaign, Campbell Soup Company will support the Chunky/NFL Tackling Hunger program throughout the 2001/2002 NFL season by making food donations at events across the country to local food banks identified by NFL teams. Also, Click for Cans, a unique on-line food drive, will allow fans to make donations throughout the NFL season simply by “clicking” on their favorite team logo at www.chunky.com. And, fans can enjoy product sampling and interactive games with the Tackling Hunger tour bus at NFL events and other venues. The 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 20 million cans since 1997.
Campbell’s Chunky brand is finishing its strongest year ever, with consumer purchases up more than 20 percent. The 2001 soup season will feature continued investments in marketing and product improvement. Four of Campbell’s Chunky beef varieties will have more beef to meet rising consumer expectations. Additionally, Campbell is introducing a new line of Chunky Home Style Classic soups in October to capitalize on the growing comfort food trend founded in homemade taste. The three new varieties are: Seasoned Beef Rib Roast with Potatoes and Herbs, Salisbury Steak with Mushrooms and Onions, and Chicken and Dumplings.
The national advertising campaign will continue through the NFL season. Creative for the campaign is handled by Young & Rubicam, New York.