Inside Look – Campbell’s Chunky Soup in The Yard – August 19, 2021

When the pandemic was in full swing, EA Games launched a new Madden mode called “The Yard” to reenergize the video game experience. Designed to recreate the impromptu, creative pick-up football games that once happened only in the “back yard,” EA delivered a new experience that let fans create an avatar, line up anywhere, and play both sides of the ball. As the official soup of the NFL, Campbell’s Chunky entered the game with “Champions of Chunky,” featuring in-game challenges for players and opportunities to win vanity. Chunky walked away with a 35% lift in brand favorability and 29% lift in purchase intent among its target audience. In this Inside Look, you will hear the creators kept their discerning audience captivated to the benefit of an iconic brand.

Ebony Jones | Director of Content, Spark Foundry

Marci Raible | Vice President, Integrated Marketing, Campbell’s Soup