Chunky returnes to male-focused advertising with 'psyguyatrist'

Campbell Company of Canada has just what the doctor ordered. The Toronto-based company is supporting three new pub-inspired Chunky soup varieties with a 30-second television commercial from BBDO titled “Psyguyatrist.”

The commercial takes place in a dimly-lit pub where the three new Chunky soups – Meatball Bustin’ Sausage Rigatoni, Smokin’ Bacon Cheese Sliders and Alehouse Shepard’s Pie – are all on tap. The bartender counsels a patron on manliness before the commercial ends with the tagline: “Soup that eats like a meal,” which Campbell introduced in the ‘80s.

Moya Brown, senior marketing director at Campbell Company of Canada, told Marketing that the new product lauch is meant to get back to “our core creative target – that good natured guys’ guy – and develop food that was in-line with the Chunky equity and would appeal to him.”

Women are the primary purchasers of the Chunky brand, which is why creative efforts in the past have leaned towards a female demographic, said Brown. This year Campbell wanted to focus on the “masculine equities of the brand,” she said.

“It was really to recognize the Chunky equity and help to position it as unique and distinct versus the other soups in our portfolio… so that in the consumer’s mind it’s really clear what this product stands for,” said Brown of the decision.

The campaign also includes a Facebook app from BBDO’s digital agency Proximity that is scheduled to launch early next year.

The app will scan a user’s timeline and identify activities like using emoticons that would potentially decrease their “manful” score.


This article originally appeared in Marketing magazine.