Campbell’s Chunky soup, the official soup sponsor of the NFL, has enlisted Seattle Seahawk Pro Bowl cornerback Richard Sherman as the face of the 2014 “Mama’s Boy” campaign.
This season, however, Campbell Soup Company says it is adding a twist to the classic campaign. For the first time since 2007, the brand has chosen a real mom to be featured alongside her “Mama’s Boy.” In the ads, Beverly Sherman will act as the leader of a group of Seattle Superfans who do everything in their power to make sure their favorite gridiron hero gets his Chunky soup.
“Richard Sherman is one of the elite players in the NFL, he has a wonderful relationship with his mother and his fan base is extremely energetic,” said Neeli Straiges, senior brand manager, Campbell’s Chunky soup. “We are excited for Richard and Beverly to be the next faces of this iconic campaign and to be part of the Mama’s Boy history.”
Y&R New York created the advertising campaign in a style inspired by a superhero theme. In the coming weeks, Campbell will also introduce its first-ever animated video, featuring cartoon versions of the cast, as imagined by illustrator J. J. Sedelmaier.
In conjunction with the new ad campaign, Campbell will kick off the upcoming NFL season with a lineup of five new Chunky soups: Pub-Style Chicken Pot Pie, Sausage & Pepper Rigatoni, Beer-n-Cheese with Beef & Bacon, Jazzy Jambalaya and Mushroom Swiss Burger.
The Campbell’s Chunky Mama’s Boy campaign is an integrated effort across digital, in-store and television nationwide. The advertising creative will be featured in the places where NFL fans go to watch football. The media plan includes paid media spots across television and digital media during pre-game, in-game and post-game analysis shows, with particular emphasis around games when the Seattle Seahawks are playing.