'Mama's Boys' Take the Field for Chunky | Adweek 'Mama's Boys' Take the Field for Chunky | Adweek
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'Mama's Boys' Take the Field for Chunky

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NEW YORK The recipe has worked for Campbell's Soup since 1997, so why change it? Eight National Football League players will get together for a game of football while their moms watch in the latest incarnation of "Mama's Boys" for Campbell's Chunky Soup.

The effort, via Young & Rubicam, New York, features LaDainian Tomlinson (San Diego Chargers), Jonathan Vilma (New York Jets), Devin Hester (Chicago Bears), Larry Johnson (Kansas City Chiefs), Todd Heap (Baltimore Ravens), Maurice Jones-Drew (Jacksonville Jaguars), Demarcus Ware (Dallas Cowboys) and Matt Hasselbeck (Seattle Seahawks) and their mothers. The eight-man campaign is the largest contingent of NFL players since "Mama's Boys" launched in 1997, per Campbell Soup, Camden, N.J.

The players will appear in three 30-second and two 15-second spots scheduled to break during NFL 2007 "kickoff weekend" Sept. 6-9. Support includes radio, print, Internet and point-of-purchase. "It fills you up right" continues as the tagline.

Ad spending for the effort was not given. Campbell's spent $58 million on ads for Chunky Soup in 2006, per Nielsen Monitor-Plus.

The players gather for a game at fictional Reginald H. White Memorial Park (named after the late NFL star Reggie White) located at the corner of Landry Road and Halas Drive (references to all-time great NFL coaches Tom Landry and George Halas). The moms offer Chunky Soup as relief while their sons play through inclement weather. Print includes shots of all eight players with text such as, "When you play at the corner of Halas and Landry, you go home hungry. Feed your NFL-size hunger. Campbell's Chunky."

This year's effort also supports the launch of Chunky Soup Fully Loaded, a line that includes Rigatoni with Meatballs, Stroganoff-Style Beef, Turkey Pot Pie and Beef Stew.