Campbell’s Chunky Leans Into NFL Hype With New Campaign

Campbell’s is throwing itself into the cravings conversation with a campaign that looks more like sports entertainment than a soup ad.

The food brand has rolled out "Crush Your Cravings," a push created by Publicis Groupe’s bespoke Power of One solution and powered by Leo Chicago, MSL, and Spark Foundry.

The work wants its viewers to know that Chunky is more than a soup, and is also a craveable, hearty meal that can compete with quick-service and frozen options.

At the heart of the campaign are Washington Commanders quarterback Jayden Daniels and teammate Tyler Biadasz, alongside a cameo from Daniels’ mother, Regina.

The hero film, directed by Neal Brennan and produced by Caviar LA, allows viewers to choose between skipping ahead to football content or sitting through a full cut of Biadasz eating Chunky.

Overall, it's a funny yet fresh way to hold viewers' attention.

The campaign goes live across digital and social on September 29, before TV spots debut during NFL games beginning October 2 and running through the postseason stretch into February 2025.

Notably, Campbell's Chunky has also leaned into influencer partnerships to promote its product as a gameday essential. 

How Daniels and Biadasz Crush Cravings

Two spots lead the campaign.

The first one sees the Washington Commanders QB Daniels about to take a bite of his Campbell's Chunky soup, but it was still too "hot, hot, hot."

Biadasz thinks of this as a cue to launch a football just right above Daniels' head. 

"Dude, you said on three?" Biadasz tells him, just as the spot ends. 

The next spot sees Biadasz "crushing his cravings" and eating soup for about two minutes and 30 seconds.

Designed to play right before viewing football content, viewers can choose to watch the whole thing or skip it entirely. 

Beyond YouTube, shorter cuts will air on TV and stream during NFL coverage to tie the brand in with America’s most-watched sport.

Chunky has long leaned on football.

Last year, it launched a campaign starring Jason Kelce, where he seductively eats a bowl of Campbell Chunky by the fireplace.

This time around, the soup brand is upping the stakes with fresh faces, as well as more interactive and comedic formats.

Last year, Campbell Soup Company reported $9.6 billion in sales, supported by momentum across both its Meals & Beverages and Snacks divisions.

What Brands and Agencies Can Learn from Campbell

For marketers, Campbell’s work offers a clear example of how to reposition an established staple as something hearty and craveable.

Key takeaways include:

• Fresh video formats can modernize even legacy products by creating a participatory viewing experience.
• Sports partnerships work best when combined with comedy and memorable storytelling that humanize athletes beyond the field.
• Campaigns that extend across digital, linear, and social media allow for consistency while tailoring reach by channel.

Other brands have faced similar repositioning efforts.

Heinz tapped Ed Sheeran in 2019 to reframe ketchup, with many proclaiming the brand has struck marketing gold with the collab.

Campbell’s challenge now lies in moving beyond soup aisles and staking a bigger claim in the cravings category.

Our Take: Can Soup Be a Craveable Meal?

When I look at this campaign, what stands out isn’t the athletes or even the soup, but the decision to make Chunky part of the cravings conversation.

That’s a bold shift from comfort-food branding toward something more competitive against QSR.

The humor works, but the larger question is whether consumers will genuinely consider soup as a craving when it goes against burgers and frozen pizzas.

As someone who has watched brands evolve in these categories, I think this push is daring, but timely. 

We'll have to wait and see if Campbell's creative framing can reshape consumer perception.

In other news, Tango and VCCP London launched a hilarious campaign that sees wardens performing dance numbers.