Some less-fortunate football fans will be well fed before the Super Bowl begins this weekend.
Campbell Soup Co. will donate an additional 1 million cans of Chunky soup to food banks nationally as it wraps up the ninth year of its “Campbell’s Chunky/NFL Tackling Hunger” cause-marketing program.
NFL quarterbacks Donovan McNabb (Philadelphia Eagles) and Matt Hasselbeck (Seattle Seahawks) and their moms join Campbell in Miami this week to announce the donation to America’s Second Harvest. Campbell also donates 1,000 cans of soup to a food bank in Miami, where the game takes place this Sunday.
Hasselback appears on behalf of Chunky today. McNabb will make his appearance tomorrow, for a press conference and interviews. Both moms will give interviews today and tomorrow, too. They appear with their sons in Chunky TV spots.
Each season, Campbell, the NFL and the NFL Players Association kick off Tackling Hunger in April, at the NFL Draft, then wrap up with a final donation during Super Bowl.
During the regular season, Campbell donated 1,000 cans of Chunky soup to a food bank in each of the 32 cities with an NFL team. Extra donations are pegged to season milestones: A Houston food bank got 1,000 cans in April when the Houston Oilers chose Mario Williams as first pick in the 2006 draft. Players in Pittsburgh and Philadelphia—and, in a few cases, their moms—weighed in to trigger a local donation equal to their body weight.
An online “Click for Cans” overlay gets fans into the game.
Visitors to Chunky.com can vote for their favorite team to trigger donations locally. The Green Bay Packers have drawn the most votes for five straight years. Campbell donated enough Chunky soup to Wisconsin food banks to match the weight of all the players on the Packers’ roster. In all, “Click for Cans” donated 1 million cans of soup for votes cast from Oct. 15 through Dec. 15.
Young & Rubicam, New York, handles Chunky’s ads. Coyne Public Relations handles p.r. for the program.
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