GOLD
Campbell’s Chunky-Football Meets Food
Campbell’s Chunky soups have long been associated with football as a way of reinforcing the satisfaction real men find with a real soup.
But where does food logically meet football? Pre-game tailgate parties is where. Campbell’s took ownership of all CFL pre-game broadcasts on CBC Television, developed a national promotion to provide male consumers with the chance to “Tailgate with the Pros,” and executed a national tailgate sampling program.
The pre-game shows featured Chunky as a presenting sponsor, along with pre- and post-commercial bumpers, pre-game host mentions, and an on-desk Chunky logo-the first in CBC history. There was also an in-show editorial feature. The national promotion used promo spots to encourage fans to share their tailgate rituals on a microsite, and one English and one French winner got to tailgate with five CFL players before the Grey Cup. There was in-store merchandising, and sampling teams attended selected CFL games so fans could try the new BBQ flavours and receive Campbell’s Tailgate Guide.
The campaign scored a touchdown. Among other results, Chunky’s sales volume grew 5%, while total time spent on the microsite was the equivalent of 21,786 national TV spots.
AGENCY: OMD Canada, Toronto
TITLE: Campbell’s Chunky – Football Meets Food
CLIENT: Campbell Company of Canada, Toronto, Ont.
MEDIA: CBC TV
GROUP DIRECTOR OF STRATEGY, OMD CANADA: Donna Smith
PARTNER, ACCUMARK: David Sharpe
PRESIDENT, TROJAN ONE: Mark Harrison
MANAGER, INTEGRATED SALES & BUSINESS DEVELOPMENT, CBC TELEVISION: Paul Abrams
MANAGER, SPORTS BRAND ACTIVATION, CBC TELEVISION: Michela Geronimo
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AGENCY: MediaCom Worldwide, Toronto
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