Campbell’s Chunky is taking direct aim at hunger with a new platform that treats the brand like a craveable meal, not just a soup. The integrated campaign, titled “Crush Your Cravings,” was created by Leo Chicago as part of Publicis Groupe’s Power of One model and produced by Caviar LA. Comedian and filmmaker Neal Brennan directed the work.
The creative stars Washington Commanders quarterback Jayden Daniels and center Tyler Biadasz, with a playful cameo from Daniels’ mother, Regina. The storytelling leans into the moments when fans reach for something hearty while watching football or scrolling through highlights.
A centerpiece is a two-minute and thirty-second skippable YouTube film that lets viewers choose between jumping to football content or staying with Biadasz as he calmly eats Chunky for the full duration. It is a simple impulse, an athlete enjoying a satisfying bowl, used as a statement about real cravings and real food. Watch below:
“Crush Your Cravings” positions Chunky in the set where cravings live, alongside quick service restaurants and freezer aisle meals, rather than in the traditional soup frame. The idea reflects shifting habits as consumers seek larger flavors and more filling options that deliver the sensation of a meal.
The rollout began across digital and social platforms on September 29. Linear television debuts October 2 in NFL game coverage and continues through February 2025, bringing the work into the heart of football season. Media is led by Spark Foundry, with MSL supporting communications.
For Leo Chicago, the assignment highlights the agency’s expanding national presence from its base in the city. The combination of Brennan’s comedic timing, Caviar’s production craft, and NFL star power gives Chunky a platform that is both entertaining and appealing to the appetite.
CREDITS:
BRAND: Campbell Soup Company
AGENCY: Leo Chicago
- Executive Creative Director: Dean Paradise
- Vice President: Chris von Ende
- Vice President: Lincoln Boehm
- Vice President: Laura Frank
- Vice President: Liam Doherty
- Associate Creative Director: Stuart Tierney
- Strategy Director: Sean Logan
- Account Director: Nick Maggiore
- Account Executive: Aida Haddad
- Executive Producer: Will St. Clair
- Producer: Valerie Ortiz
- Assistant Producer: Alex Zermeno
Media: Spark Foundry
PRODUCTION COMPANY: Caviar
- Director: Neal Brennan
- Managing Director: Michael Sagol
- Executive Producer: Michael Sagol
- Executive Producer: Tova Dann
- Head of Production: Cat Craven-Griffiths
- Line Producer: Chloe Stella
EDIT: The Den Editorial
- Editor: Matt Hilber
- Executive Producer: Rana Martin
- Producer: Kortney Rubottom
POST/VFX: The Harbor Picture Company (US)
- Executive Producer: Lauren Shawe
- Producer: Lauren O’Machel
- Colorist: Karol Cybulski
- Colorist: Oisín O’Driscoll
- Color Assistants: Adam Mears, Joni Brandenburg, Dan Brown, Sophie Sugrue
- Color Producers: Sarah Banks, Brad Martin
- Flame Artists: Jason Kerman, Pete Olson
- Motion Designer / VFX Artist: Katrina Nelken
Post/VFX: Basilic Fly
MUSIC/SOUND: The Harbor Picture Company (US)
- Creative Director: Jason Ryan
- Sound Mix: Alex Levatter
PR: MSL
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