Campbell's Breaks With Active NFLers For Chunky Soup Campaign
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Barber Will Appear In Print Ads
For Campbell's Chunky Soup |
NFL corporate sponsor Campbell Soup "for the first time in more than a decade ... will not be using an active player or players to push its Chunky soup brand," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Campbell is "looking for more of a healthy/family positioning," and NBC's Tiki Barber has "agreed in principle to a deal that would see him do public relations and appear in print ads and advertorials in magazines, including Men's Health." The move is the "latest departure for Campbell's NFL marketing," as in '08 the company "dropped its 11-year-old 'Mama's Boys' campaign." Campbell this year is "looking to relaunch Chunky with more health-conscious offerings," and sources said that while "no formal decision has been made, the company is leaning toward using TV ads without players in NFL programming next season." A source at Young & Rubicam, the creative agency for the Chunky brand, said if Campbell "uses an NFL personality, it will be Tiki, but they may go generic." Lefton notes Campbell has been an NFL sponsor since '97, but its deal will "expire after the coming season" (SPORTSBUSINESS JOURNAL, 6/22 issue).
CUTTING IT CLOSE: PRO FOOTBALL TALK's Mike Florio reported the Campbell deal "potentially violates NBC rules" given Barber’s role with NBC News. The net's news department does not allow talent to endorse products. Florio noted even if Barber "isn’t breaking any internal NBC policies, he’s at least breaking his own word." Barber upon joining NBC in '07 indicated he would no longer will do product endorsements after his current contracts had expired (PROFOOTBALLTALK.com, 6/22).
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