Campbell’s Chunky renews its male focus

The company has launched a campaign aimed at introducing the brand's new pub-inspired flavours to men across Canada.

Campbell’s Canada is going back to its traditional target of males to introduce its three new pub-inspired flavours, Meatball Bustin’ Sausage Rigatoni, Smokin’ Bacon Cheese Sliders and Alehouse Shepard’s Pie. It is focusing on men aged 18 to 49, with a bull’s-eye target on 30-year-old, good-natured “guys’ guys.”

Moya Brown, senior marketing director, Campbell’s Canada, tells MiC that the new campaign, which launched with a TV spot and will expand with a digital component and partnership with Movember, aims to target males in a way the product line hasn’t in recent years.

Creative in the campaign, which will be live for eight months, is by BBDO with media from OMD. In the TV spot a man enters a bar marked with “Psyguyatrist” on the door after he is ditched by his friends and saddled with his girlfriend’s dog for the night and is counselled by the bartender who is serving soup instead of beer.

“Some of the creative was broader in target in recent years, even focusing on families,” Brown says. “Guys have consistently been at the core of the brand, but this year in particular we have been very focused on making sure we are speaking to these guys in particular with this creative.”

Brown says the partnership with Movember is a first for the brand, which will be launching in-store components to help drive sign-up for the cause as well as hosting sampling events with the charity and the new flavours of Chunky Soup in locations including Toronto’s Yonge-Dundas Square.