New TV Ads and “Sacks for Soup” Program Kick-Off 2013 NFL Season

CAMDEN, N.J.--(BUSINESS WIRE)--Sep. 3, 2013-- Campbell’s® Chunky™ soup, the Official Soup Sponsor of the NFL, is renewing the “Mama’s Boy” campaign for the 2013 season with one of the league’s toughest players as its new spokesperson. Campbell Soup Company (NYSE:CPB) has selected Clay Matthews, Green Bay Packers linebacker and Super Bowl XLV champion, as the newest “Mama’s Boy.” In conjunction with the new ad campaign, Campbell will kickoff the upcoming season with three new soups inspired by a classic sports pub menu: Hearty Cheeseburger, Spicy Chicken Quesadilla and Philly-Style Cheesesteak. Football fans will now be able to enjoy the delicious taste of pub food while watching the game in their own home.

Since it was introduced in 1997, the Campbell’s Chunky “Mama’s Boy” campaign has featured numerous high-profile NFL players. As one of the premier defensive players in the NFL, Matthews is an ideal fit for the “Mama’s Boy” campaign – a tough and focused competitor on the field, who becomes a Mama’s Boy off the field.

“Throughout the history of the campaign, Campbell has brought passionate football fans delicious and hearty soups in flavors they love, paired with a ‘Mama’s Boy’ they can relate to,” said Mark Materacky, Senior Brand Manager, Campbell’s Chunky soup. “Our new ‘Mama’s Boy’ Clay Matthews and our new pub-inspired soups will get fans fired up for football season.”

Three New Pub-Inspired Favorites Perfect For Football Season

The three new Campbell’s Chunky soups take inspiration from foods guys love to eat when they are out watching football. Building on the success of the soups introduced last season, Campbell’s Chunky has continued to develop flavors that further enhance the brand’s strong appeal to males with hearty appetites who enjoy filling, ready-to-serve soup. The Campbell’s Chunky soup line-up features flavors of many of the favorite menu items guys enjoy at their local pub or sports bar. The new soups - Hearty Cheeseburger, Spicy Chicken Quesadilla and Philly-Style Cheesesteak - will be available nationwide beginning in September.

Campbell’s Chunky soup is launching new and improved recipes for some of its most popular varieties, including New England Clam Chowder, Old-fashioned Vegetable Beef and Beef with Country Vegetables. Campbell’s Chunky soups can be heated and enjoyed in a bowl or poured over rice or mashed potatoes.

Campbell’s Chunky Soup “Mama’s Boy” Ad Campaign

The “Mama’s Boy” campaign, created by YR New York, reminds guys that Campbell’s Chunky soup can help them stay on top of their game both on and off the field. This year’s “Mama’s Boy” TV ads will feature Matthews along with Green Bay Packers teammates Casey Heyward and John Kuhn in three unique ads. As they peer into Clay’s locker, they discover a Mom Cave where he is served his pre-game Campbell’s Chunky soup.

Campbell’s Chunky Soup Introduces “Sacks for Soups” Program

Clay Matthews is known for his big plays during the game and this season Campbell will partner with him to support local communities with the “Sacks for Soup” program. Each time Matthews sacks an opposing team’s quarterback during the 2013 NFL regular season, Campbell will donate 1,000 cans of soup to a local food bank in the opposing team’s city and 1,000 cans to a food bank in Green Bay, Wis.

Both Campbell and Matthews are committed to supporting their communities, and the “Sacks for Soup” program will help provide much-needed soup to local food banks across the country. In addition to the soup donation, Campbell will also make a $1,000 donation to Clay’s charity, CM3 Charitable Fund, for each sack that Clay records throughout the NFL regular season.

To learn more about Campbell’s Chunky soup, visit Facebook.com/ChunkySoup or Twitter.com/CampbellsChunky.

Share the great news about Campbell’s Chunky soup, the new “Mama’s Boy” and the “Sacks for Soup” program with these Tweets:

• Click to Tweet: There’s a new Mama’s Boy in town. @CampbellsChunky announces @ClayMatthews52 as this season’s Mama’s Boy for ad campaign.
• Click to Tweet: New pub-inspired favorites from @CampbellsChunky this season! Hearty Cheeseburger, Spicy Chicken Quesadilla, Philly-Style Cheesesteak
• Click to Tweet: For each QB sack by @ClayMatthews52 this season @CampbellsChunky donates 1,000 cans of soup to opposing city food banks! #SacksForSoup.

About Campbell Soup Company

Campbell Soup Company is a manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” “Bolthouse Farms,” “Plum Organics” and “Kjeldsens.” Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard Poor's 500 and the Dow Jones Sustainability Indexes. For more information, visit www.campbellsoupcompany.com or follow company news on Twitter via @CampbellSoupCo.

Source: Campbell Soup Company

Campbell Soup Company Megan Haney, 856-342-4978 megan_haney@campbellsoup.com or Weber Shandwick Louis DeCosmo, 312-988-2104 ldecosmo@webershandwick.com