Chunky has been leaning into
the NFL for decades, working to stay fresh without abandoning a playbook that works. This year’s campaign, “Crush Your Cravings,” stars Washington Commanders quarterback Jayden
Daniels, teammate Tyler Biadasz, and a cameo from Daniels’ mother, Regina, as the brand looks to recruit more young soup eaters. Ryan Pawling, senior brand manager at Campbell’s Chunky,
tells CPG Insider what the brand hopes to accomplish this season.
This interview has been edited for length and clarity.
CPG Insider: One difference in this
year’s campaign is that you are positioning the brand as more of a competitor to QSR and frozen meals. Why?
Ryan Pawling: The food landscape is just so dynamic. There are new
flavors everywhere. We're looking to go after craveability, whether that be in soup or in alternate aisles. We want people to see Chunky as an option whenever they want a quick, filling, great-tasting
meal. That competes across the store.
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CPG Insider: You’ve run NFL spots for decades, sometimes with moms, sometimes not. Why pick Jayden Daniels this year?
Pawling: We've been partners since 1998, which is just mind-boggling. We're one of the longest-tenured NFL partners. Jayden is an awesome fit because he’s had such a fantastic year, and we
love the strong relationship between the two of them.
CPG Insider: How do you balance keeping the work new but also familiar?
Pawling: This year, the push is more on
flavor, extending this craveability idea with bold options that may make you think a bit differently about soup. New varieties include Chili Dog Mac, Beefy Mac, Buffalo Chicken Mac, and Spicy Sausage
Mac, so they all feel a little bit different.
CPG Insider: You’re also playing with formats. This campaign, with creative from Leo Burnett Chicago, includes a 2.5-minute skippable
YouTube ad where viewers can either skip to football content or watch Tyler Biadasz eat soup for the full duration.
Pawling: The consumer dynamic is
changing. The way people digest media is changing. And as a brand, we've always prided ourselves on exploring different ways people experience cultural moments, particularly younger consumers. We're
always looking to recruit our next generation of fandom.
CPG Insider: Who exactly are those younger fans?
Pawling: In the last three years, about 40% of U.S. households have bought a can of
Chunky. So when we say younger, we generally mean more engaged millennials and Gen Z, as they’re starting to make purchases on their own. They’re looking for individual solo meals, which
is when those craveable moments hit—you’re by yourself, and you want a quick meal that’ll fill you up.
CPG Insider: How are you thinking about "Thursday Night
Football"/streaming buys versus traditional Sunday TV?
Pawling: It's a tool we’ve been experimenting with in recent years. There’s a flywheel effect to keeping the
NFL’s cultural moments alive, and adding a Thursday night game has helped keep our brand top of mind. I love it because of the timing—just before consumers start their heavy shopping on
Saturday. We’re also testing new high-visibility NFL tentpole moments, like TNF's first-ever Christmas Day game.
CPG Insider: People are stressed about grocery bills, and brands
like Chunky have been gaining share as a result. Why else is the appeal growing?
Pawling: They are also craving protein. There’s a lot packed into a 19-ounce can of Chunky,
some with 15 grams of protein. And the flavors add variety—Chili Mac, Nashville Hot Chicken, Cajun Alfredo. They don’t sound like traditional soup SKUs, but they’re far outpacing
tried-and-true flavors like Chicken Noodle or New England Clam Chowder.
CPG Insider: What are the primary metrics?
Pawling: Obviously, sales. But it’s primarily
about acquiring new households.