Campbell's Chunky | Soup Swag

The Challenge

Modernize Chunky's "Mama's Boy" social image in line with "cool retro" brands like Fila. 

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The Creative

I concepted a ten-bucket test-and-learn approach heavily based in audience insights. The team and I created 2-3 pieces of social content per bucket and ran them all against various audience segments to see what performed best. After "Soup Swag" -- mock content depicting Chunky branded merchandise -- did particularly well, we turned it into real limited-edition merch to give to those who spread the word on social.  

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The Results 

Our initial Soup Swag bucket on social garnered a 3.6% engagement rate and +10.3 point ad recall. This popularity and positive sentiment spurred us to create and launch the line in real life with a four-day sale over Black Friday and Cyber Monday with positive social sentiment.

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