New Product, New Ad Campaign Address the "Male Meal Dilemma"
Camden, N.J., Aug. 31, 2009 – Campbell Soup Company (NYSE:CPB) is changing the game for Chunky soups, introducing the most comprehensive range of enhancements in the popular brand’s 40-year history. The line of more than 40 Chunky soups now has more soups that deliver a full serving of vegetables; more soups have 100 percent lean meat; and many soups provide a good source of protein. At the same time, Chunky continues to deliver the same great taste and hearty satisfaction that people love. The product improvements are in response to the Chunky brand’s extensive research, which revealed men today are facing a ‘male meal dilemma’ – they’re having trouble finding convenient, satisfying foods that taste good and that they feel good about eating. So Campbell took what people love about Chunky and made it even better with more high quality, nutritious ingredients that are filling and taste great.
“This Is Why”…Chunky is Changing the Game
The consumer insights not only drove the dramatic product improvements, but they also influenced the new Chunky advertising. The new “This Is Why” television campaign takes a more emotional approach than previous ads, showing real dads in active situations to reinforce that Chunky soups fit in to his lifestyle.
But it’s not just men that Chunky is trying to reach this year. For the first time, Campbell is running print advertising in women’s magazines for Chunky soup and it also is reaching women via female oriented television and radio programming. Women not only make the majority of purchase and meal decisions for the household, but they actually consume about half of the Chunky soup that is brought into the home.
Chunky Taps Its Old Partner in New Ways
This marks the first time in more than a decade that Chunky ads are not featuring NFL players in television advertising. While the brand has enjoyed a great relationship with the league and its players for the last decade, this year’s advertising campaign will focus on the product improvements and show the everyday guy that new Chunky fits his lifestyle. Campbell is continuing to utilize the NFL in many ways to promote the Chunky brand including enlisting Hall of Fame quarterback and Chunky fan Troy Aikman as a spokesperson to bring the “male meal dilemma” to life from an active dad’s perspective. His role includes an appearance in three issues of Men’s Health as part of a new partnership the Chunky brand has with the magazine.
Smart Tools to Eat Better, Live Better
As part of its partnership with the Chunky brand, Men’s Health is launching a new microsite to help people find more ways to live and eat better at www.ChunkySoupGamePlan.com. The site, which will be live starting September 8, 2009, is loaded with interactive tips, tools and videos to help regular guys take simple steps to lead a better life, such as making good food choices and staying active. Visitors also can enter a sweepstakes to win a trip to Super Bowl XLIV in South Florida in February, 2010.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup, baked snacks, and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” and “V8.” For more information on the company, visit www.campbellsoup.com.
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