• by Fern Siegel , September 9, 2024

Campbell’s Chunky Soup has a history of partnering with the NFL.

Its latest bench: Jason Kelce, a former center for the Philadelphia Eagles named a finalist for the Sexiest Man Alive, is the face of its Spicy soup. Dexter Lawrence, a top defensive lineman for the New York Giants, fronts for the Chunky Beef selections.

Two new spots by Leo Burnett are running during Amazon’s “Thursday Night Football,” NBC’s “Sunday Night Football,” ESPN’s “Monday Night Football,” NFL Network, NFL on CBS, and YouTube, as well as Facebook, Instagram and Reddit.

Pete Herron, Campbell’s marketing director, told Agency Daily: “Campbell’s Chunky aims to reach younger fans who are constantly keeping up with their favorite personalities – including the biggest stars in the NFL. This year, we felt it only made sense that the biggest soup should partner with the biggest group of elite athletes: NFL linemen.

“Dexter Lawrence has lots of energy and natural charm, and with a nickname like “Sexy Dexy,” we knew he was the perfect fit to bring the “beefy” content to life.”

To capitalize on Kelce’s sex appeal, the agency created the Jason Kelce Hotline – 1-855-HOT-SOUP – available now. Or as he seductively notes in a social clip: “You can’t spell chunky, without hunk.”

Kelce’s spot is here and Lawrence’s is here.

Leo Burnett's client work also includes Miller Lite, Tillamook, Kellogg's and Bank of America.