Y&R’s First Ad For Chunky Soup Stars Reggie White

NEW YORK: Young & Rubicam’s first work for Campbell’s Chunky Soup is a humorous 30-second TV commercial, breaking this week, that stars football player Reggie White.
The spot, “Cheerleader,” shows the Green Bay Packers defensive lineman sitting on the sidelines as a woman playing his mother appears in a cheerleader outfit to make sure he is eating his Chunky Soup. White assures her he is, as he praises Chunky Beef Soup. The tagline remains, “The soup that eats like a meal.” That tagline was also used by the brand’s previous agency, Foote, Cone & Belding here.
The new work will be supported by more than $10 million in media spending, sources said.
Y&R here won the account from the client in January. Campbell has an 80 percent share of the U.S. soup market, per Dow Jones. –Rob Lenihan