Y&R Helps Launch Campbell’s Chunky Soup's “Everyman All-Star League” for the NFL
Campbell’s Chunky soup, the Official Soup Sponsor of the NFL, has enlisted six NFL players, Drew Brees, Odell Beckham Jr., Eddie Lacy, Todd Gurley, Eric Ebron and Kyle Long, to star in the new Everyman All-Star League campaign. The campaign reverses fantasy football roles in a unique turn of events, where six stand-out NFL athletes will serve as the league’s general managers, for ‘everyday’ participants to be drafted into the Everyman All-Star League.
By visiting EverymanLeague.com, fans who create an Everyman All-Star player card will be placed on one of the general managers’ teams, and be entered into a sweepstakes for the chance to win Super Bowl LI tickets, NFL-licensed autographed gear and additional prizes.
“In this campaign, we turned the tables on traditional fantasy football and asked NFL superstars to draft everyday guys in Drew Brees’ basement,” said Abby Elu, Brand Manager, Campbell’s Chunky soup. “In a fun and light-hearted way, the campaign celebrates the daily victories the ‘everyman’ tackles on and off the field and highlights how Chunky soup fills up all kinds of people – from a Super Bowl stars to busy parents and loyal neighbours.”
Y&R New York created the advertising campaign to play on the popularity of fantasy football and offer an opportunity for top NFL stars to champion the everyday guy. Two humorous spots, “Montage” and “Draft Day,” are currently live on YouTube. Throughout the NFL season, four additional spots featuring Brees, Beckham Jr., Lacy, Gurley, Ebron and Long will premiere on ESPN, the NFL Network and YouTube capturing the action of the Everyman All-Star League from Drew Brees’ basement.
The Chunky integrated marketing campaign includes Everyman All-Star League on-air and digital integrations on NFL Network and ESPN, along with local market activations and social media engagement. Throughout the season, a Chunky food truck will tour local supermarkets and stadiums on game day to offer people the opportunity to sample the latest Chunky flavors. There will also be several activations leveraging Campbell’s NFL team deals, including in-store appearances and NFL player meet and greets.
For the 2016-2017 season, Campbell’s Chunky is introducing four new delicious Chunky soups: Clam & Corn Chowder with Bacon, Spicy BBQ Seasoned Chicken with Beans, Creamy Chicken Noodle and Chili Mac. Campbell’s Chunky also continues to offer a wide selection of hearty and satisfying varieties following the success of pub-inspired soups, along with refreshing twists on popular ready-to-serve soup flavours.
Fans can visit EverymanLeague.com, Twitter.com/CampbellsChunky and YouTube.com/ChunkySoup for additional content and information, and www.Chunky.com to learn more about Campbell’s Chunky soup. No purchase necessary. Ends 12/4/16 at 11:59:59 PM ET. Open to legal residents of 50 US/DC, 18+. Official Rules: EverymanLeague.com. Void where prohibited. The NFL Entities (as defined in the Official Rules) have not offered or sponsored this sweepstakes in any way.
Marketing Director: Mark Materacky
Chief Marketing Officer: Greg Shewchuk
Strategist: Susanne Raymond / Henry Monsell
Media Planner: Belinda Moon
Group Creative Director: James Caporimo
Group Account Director: Kelly Considine
Executive Producer: Greg Lotus
Executive Creative Director: Leslie Sims
Creative Director: Robert Rooney
Copywriter: Anthony DiMichele
Art Director: Hans Schenck
Account Supervisor: Chad Oliver
Music and Sound
Audio Post Production: Tom Jucarone @ Sound Lounge
Post Production / VFX
Visual Effects: Margaret Yang, Steve Koenig, Dino Tsaousis
Motion Graphics: Patrick Lavin, Michael Marciano
Colour Coordinator: Mikey Rossiter @ The Mill
Production Company: Bullitt
Editorial & Online: PS 260
Director: Tim K