• September 6, 2012

After featuring "regular Joes" in its ads since 2008, Campbell's Chunky soup is returning to the "Moma's Boy" campaign premise.

The original campaign, featuring sports stars being urged by their mothers to eat a bowl of soup, helped double the brand's sales between 1997 and 2002, but was dropped in 2008 after three years of sales declines, reports The New York Times.

The first commercial in the revived campaign features Victor Cruz of the New York Giants. Like the original, the new campaign is from Y&R New York. 

Chunky's sales fell 2.8% between 2009 and 2011, according to Mintel.