Campbell’s New NFL ‘Everyman All Star League’ Campaign Sees Endorsers Play Fantasy Football

A new Campbell’s Chunky Soup campaign, called ‘The Everyman All Star League’, leverages the 2016/17 football season and stars NFL players as everymen playing Fantasy Football in Drew Brees’ basement and drafting participating consumers into their teams.

The campaign, developed by agency Y&R New York, adopts a reverse approach to fantasy football in which NFL stars draft ordinary guys like the in-demand welder/volunteer firefighter Mitch Greenwald (although it’s not quite clear what kind of metrics the league is based on).

The impressive line-up of superstar player endorsers fronting the activation are led by New Orleans Saints quarterback Drew Brees and include Odell Beckham Jr, Eddie Lacy,Todd Gurley, Eric Ebron and Kyle Long.

The initial set-up spot launched back in July at the start of pre-season and has since racked up an impressive 4.5m YouTube views (this is a soup brand remember).

The story continue during pre-season play in August with fresh films like Beckham’s draft choice (756,000 views),

and, as the NFL season kicked-off in early September, further ads in the series rolled out like ‘Questionable’ (98,000 views),

and ‘Smack Talk’ (55,477 views),

These commercials are further supported by an ‘Outtakes’ video showing the stars/actors enjoying themselves on-set.

The Campbell’s campaign uses the TV work and multiple video spots to entertain viewers and drive them to a dedicated website (at www.EverymanLeague.com) where visitors can enter to be drafted on an NFL player’s team – and earn prizes ranging from NFL Shop gift certificates to a trip for two to the Super Bowl.

Viewers, NFL fans and Campbell’s consumers simply need to head to www.EverymanLeague.com and create their own player card, then place it on one of the general mangers’ teams and enter for a chance to win Super Bowl LI tickets, NFL-licensed autographed gear and other prizes.

As the season develops, the campaign will continue to explore ‘The Everyman All Star League’ and there will be at least four additional spots over the course of the NFL season running on ESPN and the NFL Network.

The initiative is supported and amplified socially both across the brand’s own channels,

The Everyman All-Star League coming soon! https://t.co/eBNA8LSRpE #NFL #soup @drewbrees @Ebron85 @OBJ_3 @TG3II @Ky1eLong @Lil_Eazy_Ana_42

— Campbell's Chunky (@CampbellsChunky) July 22, 2016

as well as the athlete ambassadors

Starting @K_cole81& @kmb_1186 this week in the @CampbellsChunky Everyman All-Star League. My offense is a BEAST! https://t.co/T7p41pVfOx

— Todd Gurley II (@TG3II) September 15, 2016

and via some of the NFL teams themselves too.

Watch @Ebron85 get draft ready as commissioner in @CampbellsChunky Everyman All-Star League https://t.co/VFmH8JFZJx pic.twitter.com/CoiJptJlAZ

— Detroit Lions (@Lions) September 15, 2016

‘In this campaign, we turned the tables on traditional fantasy football and asked NFL superstars to draft everyday guys in Drew Brees’ basement,’ explained Campbell’s Chunky soup brand manager Abby Elu.

‘In a fun and light-hearted way, the campaign celebrates the daily victories the ‘everyman’ tackles on and off the field and highlights how Chunky soup fills up all kinds of people – from a Super Bowl stars to busy parents and loyal neighbors.’

The brand is also promoted specific products via its NFL partnership with work that spans league events,

Honored to be at #NFLKickoff2016 brunch with these #legends. pic.twitter.com/NzP0pZ8AdA

— Campbell's Chunky (@CampbellsChunky) September 8, 2016

on-pack and social promotion,

On shelves just in time for #NFLKickoff pic.twitter.com/PYGhVL9Dy5

— Campbell's Chunky (@CampbellsChunky) September 8, 2016

and even player appearances and in-store work.

Behind the scenes with @Bengals @G_Bernard25 as he samples #CreamyChickenNoodle @meijer pic.twitter.com/3SwhAqiZi1

— Campbell's Chunky (@CampbellsChunky) September 13, 2016

Comment

Interestingly, this campaign is actually built around an idea that was first seen earlier this year in the form of an ‘Inside Amy Schumer’ sketch – where NFL players get together to draft regular people in their own fantasy league.

But Campbell’s really commits to it in a major way: not just with an impressive endorser team, comic commercials and fun online films, but by actually enabling fans to participate and get fantasy drafted by their idols.

Campbell’s is actually the third oldest ongoing NFL sponsor. It has been an official partner of the league since 1998 and the only two brands with a longer continuous NFL relationship are Gatorade (1983) and Visa (1995).

Links

Campbell’s Soup YouTube:

https://www.youtube.com/channel/UCy1DGqgBUqXp0xlLpSC3V9Q

Campbell’s Soup Twitter:

https://twitter.com/CampbellsChunky

Campbell’s Soup Facebook:

https://www.facebook.com/chunkysoup

Campbell’s Soup Web:

https://www.campbells.com/campbell-soup/chunky/

Y&R New York:

http://yrnyc.com/

NFL Website