Campbell’s Chunky and NFL Stars Make Bold Play With ‘Crush Your Cravings’

Campbell's Chunky has made a bold play to redefine how consumers think about satisfying their cravings with its 'Crush Your Cravings' campaign.

The integrated campaign addresses an evolving consumer landscape where people are seeking hearty, bold-flavoured meal options that deliver real satisfaction. Campbell's answer? Position Chunky as the craveable meal it actually is – competing directly with QSR and frozen food categories rather than traditional soup.

The campaign features Washington Commanders quarterback Jayden Daniels and teammate Tyler Biadasz – with a fun cameo from Jayden’s mother, Regina – in creative executions focused on spaces where consumers indulge their cravings for food and football, including a humorous 2.5-minute skippable YouTube ad where viewers can either skip to football content or watch Tyler eat soup for the full duration.

The campaign launches digitally and socially on September 29, with linear TV spots debuting October 2 during NFL games, running through February 2025.

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