Real Mamas Featured in National Campaign with New Lineup of ‘Mama’s Boys’
CAMDEN, N.J., Sep 5, 2002 /PRNewswire via COMTEX/ — Wilma McNabb, Louise
Strahan, Gladys Bettis and Lavoyda Leonard, it’s your turn to shine. Campbell
Soup Company (NYSE: CPB) will feature the four NFL mamas along side their
superstar sons in the newest batch of Campbell’s Chunky soup commercials
debuting Monday, Sept. 16.
Each pair of NFL moms and sons are featured in television and radio commercials
that will air through February 2003. The line-up finds Philadelphia Eagles’
all-pro quarterback Donovan McNabb returning to the 2002 soup-season campaign,
joined by his mother Wilma in a spot entitled “Scrap Yard.” New to this year’ s
“Mama’s Boys” campaign are Pittsburgh Steeler Jerome Bettis and Gladys Bettis in
“Bowling,” New York Giant Michael Strahan and Louise Strahan in “Subway,” and
Chicago Bear Brian Urlacher and his mother Lavoyda Leonard in “Kindergarten.”
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 fuel the brand’s double-digit sales growth. The
addition of the players’ real-life moms is part of a creative shift to reach out
to a broader audience. While this year’s commercials feature the lighthearted
humor of past campaigns, each player and mom teams up to bring the trademark
Chunky soup “It fills you up right” message to members of the community at
The commercial locations are varied to take Chunky soup from the football field
to the “real world.” In past campaigns, actresses have portrayed the mothers and
featured the moms ‘filling their sons up right.’ But this year the pairs will be
taking Chunky Soup to the community.
“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
The campaign reinforces Campbell’s relationship with the NFL and highlights the
breadth and quality of the Chunky Soup line. The total marketing effort will be
the largest in the history of the Chunky brand, with a media buy of more than
$25 MM that will be spread out through a variety of daytime, primetime and late
night network and cable programs, as well as sports programming. The campaign
will be complemented by a mobile marketing tour and a nationwide hunger relief
and donation program.
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, on his way to his second Pro-Bowl, provided the
leadership that put the “monster” back in Chicago’s defense.
“‘Mama’s Boys’ are selected based on their on-field performances, off- field
personalities and personification of the Chunky soup brand — a bigger-
than-life, hard-working guy who is always looking out for others,” added
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. The Tackling Hunger
mobile tour will show 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. In addition, fans can do their part to help tackle
hunger by visiting www.chunky.com to locate an America’s Second Harvest
affiliate in their area.
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.
Creative for the campaign is handled by Eric Glickman and Stephen Hersh and
produced by Robin Dobson at Young & Rubicam, New York.
About Campbell Soup Company: Campbell Soup Company is a global manufacturer and
marketer of high quality soup, sauces, beverage, biscuits, confectionery and
prepared food products. The company owns a portfolio of more than 20
market-leading businesses each with more than $100 million in sales. They
include “Campbell’s” soups worldwide, “Erasco” soups in Germany and “Liebig”
soups in France, “Pepperidge Farm” cookies and crackers, “V8” and “V8 Splash”
juices, “Pace” Mexican sauces, “Prego” pasta sauces, “Franco- American” pastas
and gravies, “Swanson” broths, “Homepride” sauces in the United Kingdom,
“Arnott’s” biscuits in Australia and “Godiva” chocolates around the world. The
company also owns dry soup and sauce businesses in Europe under the
“Batchelors,” “Oxo,” “Lesieur,” “Royco,” “Liebig,” “Heisse Tasse,” “Bla Band”
and “McDonnells” brands. The company is ably supported by 24,000 employees
worldwide. For more information on the company, visit Campbell’s website on the
Internet at www.campbellsoup.com.
SOURCE Campbell Soup Company
CONTACT: Jeff Bedard, +1-856-342-5291, [email protected] , or
Jerry Gleason, +1-312-988-2277, [email protected] , both for
Campbell Soup Company
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