Team Canada's Captain, Mario Lemieux
Team Canada's Captain, Mario Lemieux teams up with Campbell's Chunky Soup to launch new Advertising across Canada
TORONTO, Oct. 1 /CNW/ - Mario Lemieux hopes to lead Team Canada to
victory on the ice this winter as Captain of Canada's Men's Ice Hockey Team in
Salt Lake City. Off the ice, this hockey legend will team up with Campbell's
to launch a new television campaign for Campbell's Chunky soup in both English
Canada and Quebec.
The new television advertising builds off of a very successful Chunky
soup campaign that has aired in the U.S. market for five years. Each humorous
commercial features a super-star athlete who is surprised by their TV Mom
going out of her way to make sure her son is eating his Chunky Soup. Moms of
these big athletes are drawn to Chunky because it is the soup that eats like a
meal.
Lemieux joins two young standout NFL Quarterbacks, Kurt Warner and
Donovan McNabb, who currently represent the Chunky brand in the U.S. market.
Lemieux thrilled North American sports fans last year when he came out of
retirement to rejoin the Pittsburgh Penguins. Moreover, his recent appointment
as Captain of Team Canada has only added to his mass appeal in both Quebec and
English Canada, making him well positioned to represent Campbell's Chunky
brand.
"We are delighted to have Mario Lemieux join the Campbell's team," said
Ian Smith, Vice President of Marketing at Campbell Soup Canada Ltd. "Mario's
great accomplishments both on and off the ice make him a terrific role model
for all Canadians and his alliance with Campbell's Chunky Soup brand all the
more powerful and exciting."
Young and Rubicam Toronto produced this ad campaign for Chunky Soup.
"This ad effectively uses humour to break through the clutter to communicate
the brand's key messages that Chunky is the soup that eats like a meal and is
hearty enough to satisfy the appetite of one of the biggest players in the
game," says John Farquhar, President and Chief Executive Officer, Young &
Rubicam Canada.
This thirty-second advertising will air nationally. The English language
version launches October 1st. The French language version began airing in
Quebec on September 17th.
As an associate sponsor of the Canadian Hockey Association, Campbell's
Chunky Soup is a proud supporter of Canadian minor hockey and the market
leader in the ready-to-serve soup category. A wholesome and quick meal, Chunky
Soup is available in a variety of different flavours in grocery, convenience
and mass merchandise stores across Canada.