Challenge
Campbell's Chunky Soup had been a historically popular soup relying on recognizable brand appeal for years, but new soup entrants and quick ready-to-serve meals were stealing category momentum. To reorient in the new competitive landscape Chunky needed to give current heavy and medium users newer, more relevant and compelling reasons to eat Chunky more often (and not just buy it on deal).

Insight
Campbell's Chunky soup
The role of today’s man had evolved, yet his quick and easy meal choices haven’t evolved to keep up with him. Chunky had actually evolved (through massive vegetable infusion) to be the good meal today’s man wants, we just had to reach him.

Strategy
We resisted the usual media channels by using empathy with a wink to become man's true advocate. We spoke to male eaters but targeted the female gatekeeper who would recognize what the man in her life would truly need in a satisfying meal.


Work