Leo Burnett Chicago and Caviar ‘Huddle’ up for New Campaign Starring Saquon Barkley

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The campaign is a modern revival of the classic Mama’s Boy campaign, which first aired in 1997 and last ran in 2014
Leo Burnett Chicago and Caviar ‘Huddle’ up for New Campaign Starring Saquon Barkley

Campbell’s Chunky soup, the Official Soup Sponsor of the NFL, teamed up with NFL stars Dak Prescott and Saquon Barkley for its latest creative and brand platform, “Champions of Chunky.” The campaign is a modern, updated version of the classic Mama’s Boy campaign, which first aired in 1997 and last ran in 2014.

The three creative spots, “Question for Dak,” “Game Soup,” and “Huddle,” will air throughout the NFL season across network and cable TV as well as on digital platforms. The spots feature the NFL stars and their respective Champions who interrupt them on game day – at a press conference, in the locker room, and on the sidelines – to make sure they’re filling up right with a bowl of Campbell’s Chunky soup. Dak is joined by his brothers, Tad and Jace Prescott, while Saquon’s mother, Tonya Johnson, stars in her son’s spot.


“We all have Champions in our lives who play a huge role in our success – whether that’s a parent, sibling, grandparent, spouse, stepparent or friend – and this campaign recognizes those individuals who support us every day,” said Gary Mazur, Director, Brand Marketing, Campbell Soup Company. “Campbell’s Chunky is excited to bring updated, evolved versions of our iconic and humorous commercials back to life this season and celebrate not only our NFL superstars and their Champions, but the everyday heroes that play this role in the lives of those closest to them.”

Throughout the football season, Campbell’s Chunky will be joined in person by Dak Prescott, Saquon Barkley and several other NFL players, along with their respective Champions, to surprise and celebrate unsung heroes in their local communities. Whether a firefighter, teacher, coach or community representative, these heroes will be recognized for their daily contributions to their communities and the impact they’re making on people around them.

The integrated marketing campaign also includes Champions of Chunky local market activations and social media engagement, most notably Campbell Soup Company’s first-ever partnership with Twitch, the world’s leading live streaming platform for gamers. Throughout the season, a Chunky food truck will tour local supermarkets and stadiums on game day to offer fans the opportunity to sample Campbell’s Chunky soup flavors. There will also be several activations leveraging Campbell’s 

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Brand

Title: Campbell’s Chunky Soup

Campaign: Champions of Chunky

Spot: “Huddle”

Client

Title: Campbell’s Soup Company

Director of Brand Marketing: Gary Mazur

Marketing Manager: Matt Hinkel

Sr. Associate Marketing Manager: Kristina Moses

Contractor, Brand Communications: Kaitlin Bitting

Production Lead: Suzanne Landau

Creative Agency

Agency: Leo Burnett Chicago

SVP, Creative Director: Natalie Taylor

SVP, Creative Director: Isabela Ferreira

Sr. Copywriter: Rickey Johanet

Assoc. Creative Director: Jordan Sparrow

Senior Producer: Tara Wert

SVP, Executive Producer: Denis Giroux

Senior Talent Manager: Kara Finley

EVP, Account Director: Christian Hess

Account Director: Charlie Volanakis

Senior Account Executive: Taylor Thomas

Senior Project Manager: Stephanie Treppler

Production Company

Company: Caviar

Director: Jonathan Krisel

Executive Producer: Michael Sagol

Executive Producer: Jasper Thomlinson

Executive Producer: Kim Dellara

Head of Production: Casey Wooden

Producer: Michele Abbott

Production Supervisor: Constance Ream

Asst. Production Supervisor: Amelia Card

Genesco Sports Enterprises, Inc.

Senior Director: Meghan Baker

Manager: Dan Kaplan

NFL

Senior Coordinator: Zach Ganz

Post Production

Edit/Color/Mix/Finish: Optimus

Executive Producer: Joanna Woods

EP/Managing Director: Brian Hraster

Assistant Producer: Brad Martin

Senior Editor: Angelo Valencia

Assistant Editor: Emily Hayes

Senior Audio Engineer: Marina Killion

Audio Engineer: Ben Treimer

Audio Assistant: Zach Schietliin

Senior Colorist: Paul Galati

Color Assist: Kalvin Johnson

Director of Finish: Glen Noren

Effects Artist: Jim Moss

VFX Supervisor: Ryan Wood

Finish Assistant: Connor Luczak

Finish Assistant: Jason Kerman

Genres: People

Categories: Food, Sauces and Spreads

Leo Burnett Chicago , 10 months ago