VIDEO: Inside Look – Campbell’s Chunky Soup in The Yard

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 an experience in which fans could express themselves through an avatar that allowed them to be anyone, line up anywhere, and play both sides of the ball. As the official soup of the NFL, Campbell’s Chunky entered the game and scored big with “Champions of Chunky,” featuring in-game challenges for players and opportunities to win vanity. Pitting Old School against New School in classic confrontations, Chunky walked away with a 35% lift in brand favorability and 29% lift in purchase intent among its 25-34-year-old target audience. Join She Runs It for this Inside Look and hear the creators share strategies and insights on how they kept a discerning audience captivated to the benefit of an iconic brand. You don’t need to be a gamer or a football fan to appreciate the lessons learned by Campbell’s and EA Games.