Chunky soup has long been a staple lunch choice for men seeking convenience. However, to truly elevate Chunky's presence, attracting not just consumers but dedicated fans is crucial. But we face a not-so-small problem: Millennial men, always on the go, doubt the ability of soup to satisfy their hunger.

Soup is meh.

The Chunkyest approach possible.

Our audience isn’t about subtlety. They demand stadium-sized TVs and unstoppable, badass trucks. If we wanted to win Chunky fans, we had to crank it up to eleven.

It’s good to be Chunky.

A Celebration of the Chunky ethos in both soup and spirit. We teamed up with NFL linemen Jason Kelce and Dexter Lawrence to embody Chunky's robust and flavorful essence. Through an integrated campaign spanning social media, partnerships, and television, we brought Chunky's spiciness and beefiness to the forefront. We added an extra spicy touch to the campaign’s launch with our retro 1-855-HOT-SOUP hotline.