New Campbell’s HOTline Delivers Tasty Serenades by Jason Kelce

Campbell’s Chunky goes retro with a multi-touch campaign featuring bearskin rugs, plush robes, cutoff tees, and a late-night hotline, aimed at highlighting its spiciest SKUs.

In the latest campaign by Leo Burnett and Campbell’s Chunky Soup, former NFL player, Jason Kelce and Giants defensive tackle, Dexter Lawrence lend their hunkiness, charm and muscle to highlight the new bold, savory and spicy flavors of Chunky Soup.

At the heart of the campaign is a steamy spot featuring Kelce lying on a bearskin rug in his signature sandals, espousing the virtues of hot soup between spicy spoonfuls.

The new work, aimed at driving meal-time consideration and preference amongst younger consumers, celebrates the hearty goodness of Chunky Soups as the go-to choice for those seeking both flavor and satisfaction.

The campaign also takes a cheeky approach to pushing soup, where people can dial 1-855-HOT-SOUP to get serenaded by Jason Kelce, himself in detailing the many soup flavors.

The campaign will run on TV, OLV, social and OOH throughout the 2024-2025 football season.