Campbell's Chunky | Souper Gaming

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. A top performer was Souper Gaming, which inserted Chunky into old-school games and movies in a fun way, incorporating Chunky's existing NFL partnerships. 

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The Results 

Souper Gaming garnered a 9.07% engagement rate on Facebook, with a +6.5 increase in brand awareness and +4.3 increase in brand favorability. 

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