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Campbell Sticking With "Mama's Boys"

  • Brandweek, Wednesday, April 25, 2007 11:30 AM
Campbell Soup will stick with its "Mama's Boys" campaign for Chunky Soup through a 10th version set to feature eight NFL players, the most yet. The effort, from Young & Rubicam, will have stars including Larry Johnson of the Kansas City Chiefs, Maurice Jones-Drew of the Jacksonville Jaguars and Matt Hasselbeck of the Seattle Seahawks -- and all their moms. TV and print are set to roll around the NFL's 2007 opening weekend in September. The tag "It fills you up right" will also be back for another go.

"With our biggest roster of NFL players and more ways to work with the players' teams than ever before, we anticipate an exciting year with the NFL," says Doug Johns, senior brand manager for Campbell's Chunky soup. He adds the players are "incredibly talented, good-hearted guys, who truly exemplify the 'Chunky' brand and our consumer ... and we can't forget about how they look out for mom, too."

Spending was not revealed, but Campbell's forked over $58 million behind Chunky last year, according to Nielsen Monitor-Plus.



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