Shopper Marketing - May 2016 - 30


PROGRAMS

Campbell
Continued from Page 2

an advertising staple since 1997. "Coming off of
that, Chunky had a strategy activating strongly
in local markets. We wanted to bring that to
a larger scale," says Chris Mann, a director at
Dallas-based Genesco Sports Enterprises,
Chunky's sports marketing agency. "Meijer
was a really great customer for that because
they went across five different NFL markets."
Chunky and Meijer partnered locally with
five teams, with one player from each team participating in what would become the Chunky
"Craveman" campaign: Green Bay Packers (Ed-

die Lacy), Chicago Bears (Matt Forte), Indianapolis Colts (Coby Fleener), Cincinnati Bengals
(Andy Dalton) and Detroit Lions (Eric Ebron).
"Working with those guys - a good mix of veterans and up-and-coming guys - really set us
apart as far as what we could offer digital content-wise," Mann says.
By using different players, Chunky could
also tie each to a specific flavor of soup that
they craved, giving Chunky the opportunity to
highlight some of its heartier, more differentiated flavors. These included "hearty pizza with
sausage & pepperoni," "sirloin burger with
30

y SHOPPER MARKETING MAY 2016

country vegetables," "pub style chicken pot
pie," "beer-n-cheese with beef & bacon," and
"BBQ seasoned pork."
"A lot of our national work had been around
one singular flavor or a couple of flavors," says
Abby Elu, marketing manager, Campbell Soup
Co. "This way, we were able to focus on different flavors with these guys calling attention
to the varieties that maybe don't get as much
attention as they should."
A sweepstakes gave contestants the ability
to enter after buying Chunky soup at their local
Meijer store. Prizes included a "Craveman Cave,"
gift cards, game tickets and signed mini-helmets. The "man cave" concept helped reinforce
the idea that Meijer's big-box stores
can provide everything you need for
game day, from food to chairs to NFL
merchandise to televisions.
The partners launched a promotional website (ChunkyCraveman.
com) in September 2015 that hosted
video content, player content, the
sweepstakes entry and game-day
recipes. Meijer also promoted the
campaign on its website as well as through
targeted emails to its customers. And the five
participating NFL players promoted the campaign socially via their Instagram and Twitter
sites, reaching more than 1.4 million followers.
They shared video content such as GIFs of the
players dancing and a blooper reel. "It was just
about creating content that they could organically share and link to the microsite, and be excited about it, instead of feeling like they're just
pitching soup," Mann says.
A separate Twitter-exclusive sweepstakes in
each of the local markets gave fans a chance


http://www.ChunkyCraveman.com http://www.ChunkyCraveman.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
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Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
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Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
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Shopper Marketing - May 2016 - 40
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Shopper Marketing - May 2016 - 43
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