CAMDEN, N.J.–(BUSINESS WIRE)–April 27, 2006–Campbell Soup Company (NYSE:CPB) today announced the newest additions to its all-star roster of Chunky soup “Mama’s Boys” – Ben Roethlisberger, quarterback of the Super Bowl XL Champion Pittsburgh Steelers, and quarterback Matt Hasselbeck of the NFC Champion Seattle Seahawks. In keeping with the true Chunky soup tradition, the players will be joined by their moms, Brenda Roethlisberger and Betsy Hasselbeck in the Campbell’s Chunky soup “Mama’s Boys” advertising campaign for the 2006 NFL season. Returning for an unprecedented sixth season, Donovan McNabb will again be featured along with his mom and Philadelphia Eagle’s “Team Mom,” Wilma McNabb.
Roethlisberger, Hasselbeck, and McNabb will all be featured in television advertising set to debut during the NFL’s opening weekend beginning September 7. Creative for the campaign is being handled by Young & Rubicam, New York.
The Chunky soup campaign will once again play on the popular “Mama’s Boys” theme and continue to leverage the company’s NFL sponsorship and the “big-hearted” essence of the Chunky brand. The campaign also features the trademark Chunky soup message, “It fills you up right,” which has contributed to double-digit sales growth for the brand since the campaign began in 1997.
“Campbell’s Chunky soup looks forward to another exciting year with the NFL and a great year with our Chunky athletes and their moms,” said Doug Johns, Senior Brand Manager, Campbell’s Chunky soup. “Donovan McNabb, Ben Roethlisberger and Matt Hasselbeck represent the very best of the NFL and they resonate with our Chunky consumer – a hard-working, approachable guy who is always looking out for others, especially his mom.”
In 2002, the players’ real-life moms appeared in the campaign for the first time in history as part of a creative shift to reach out to a broader audience. In prior years, actresses portrayed the mothers of the Chunky spokesmen.
All NFL players participating in the Chunky soup campaign were secured by PLAYERS INC, the licensing and marketing subsidiary of the NFL Players Association.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality simple meals, soups, baked snacks, vegetable-based beverages, and premium chocolate products. Founded in 1869, the company has a portfolio of more than 20 market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” and “Godiva.” For more information on the company, visit Campbell’s website at www.thecampbellscompany.com.
CONTACT: Campbell Soup Company John Faulkner, 856-968-4301 [email protected] or Coyne PR Tim Schramm or Erin Bobal, 973-316-1665 [email protected] SOURCE: Campbell Soup Company
