Campbell’s Chunky and Leo Burnett Launch New Campaign Featuring Super-Bowl-Sized Sibling Rivalry

Campbell’s Chunky Soup partners with Super Bowl competitors Travis and Jason Kelce to fuel their sibling rivalry, aiming to connect with millennials.

For decades, Chunky Soup has been fuel for the NFL’s greatest families. This year, Campbell’s Chunky, the official soup sponsor of the NFL, enlisted Super Bowl contenders (and brothers) Travis and Jason Kelce and their mother, Donna Kelce, for their latest campaign.

“Elite Superstars? Check. Great mom? Check. 16 grams of protein? Check,” said Rick Hamann, EVP and ECD. “We had all the ingredients for a kickass campaign, and the team delivered. The response from NFL fans (and players!) has already been incredible.”

The fully integrated campaign aims to drive meal-time consideration and relevance amongst active millennials and comes to life across TV, digital, social and OLV. Chunky Soup is the fuel that keeps the Kelce brothers tackling everything in life, even sibling rivalry, as seen in the 15-second launch spot.

The latest work from Campbells and Leo Burnett will run through the 2023-2024 NFL football season.