Campbell's Chunky: Lunchtime is your halftime

Campbell's Soup Company, a food manufactuer, recruited Super Bowl-winning coach Sean McVay to launch Lunchtime is Your Halftime in the US to keep its Chunky Soup on the top of grocery lists and build relevance with a new generation of younger males by reminding them of the importance of a mid-day meal.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Soup was hot in 2020. Met with unrelenting uncertainty, Americans went into stock-up mode, loading up on pantry staples, like Chunky Soup. But as the world opened and choice exploded, soup's outlook cooled significantly. Our challenge: keep Chunky relevant, and keep it on top of grocery lists.

To win, we'd have to entice Millennial men – our key growth target – to keep choosing Chunky. What motivated these guys? What were they facing? We asked directly, using qualitative research to unearth truths and tensions of their lives....

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