7 Unbelievable New Twists: The Latest Campbell's Chunky Soup Collaborations And NFL Stars Driving The 2025 Buzz
The world of canned soup is undergoing a dramatic, unexpected transformation in late 2024 and heading into 2025, all thanks to Campbell's Chunky Soup. Known for its "Soup That Eats Like a Meal" tagline and its iconic partnership with the National Football League (NFL), the brand has recently made headlines with a surprising and attention-grabbing collaboration: beer-infused soups. This move, alongside its continued high-profile marketing with NFL stars, positions Chunky as a dynamic and innovative player in the consumer packaged goods (CPG) space, proving it’s far from your grandmother's kitchen staple.
As of December 2025, the brand's strategy is clearly focused on generating buzz and topical authority through unique product offerings and powerful celebrity endorsements. From limited-time flavors that push the boundaries of canned food to the enduring "Chunky Sacks Hunger" philanthropic initiative, Campbell's Chunky is leveraging cultural touchpoints—beer and football—to stay fresh, relevant, and dominate the soup aisle, even as its parent company, The Campbell's Company, navigates financial pressures like higher cost inflation.
The Wildest New Flavors: Campbell's Chunky x Pabst Blue Ribbon Collaboration
In a move that shocked the food industry, Campbell's Chunky announced a first-of-its-kind partnership with Pabst Blue Ribbon (PBR), the classic American beer brand. This unexpected collaboration resulted in the launch of two new, limited-time, beer-infused varieties, hitting shelves just in time for the 2024-2025 soup and football season.
The Two Bold, Beer-Infused Varieties
The new products are a clear attempt to target a younger demographic and create viral marketing moments. The two flavors are:
- Campbell's Chunky x Pabst Blue Ribbon Beer Cheese with Potatoes & Chorizo Soup: This variety combines a creamy beer cheese base with hearty potatoes and spicy chorizo sausage.
- Campbell's Chunky x Pabst Blue Ribbon Chili: The second product is a chili, not a traditional soup, offering a robust, savory flavor profile infused with the subtle notes of PBR.
These unique soups were made available exclusively at Walmart stores starting in September, aiming to capitalize on the start of the NFL season. The novelty of a beer-infused canned soup, although the alcohol is cooked out, demonstrates Campbell’s willingness to experiment and innovate beyond classic Chunky flavors like Beef with Country Vegetables or New England Clam Chowder.
Chunky's Enduring NFL Powerhouse: Sacks, Stars, and Charity
The relationship between Campbell's Chunky and the NFL remains one of the most recognizable and successful marketing partnerships in CPG history. The brand continues to position itself as the ultimate "soup that eats like a meal" for athletes and fans alike, aligning its beefy, satisfying nature with the intensity of professional football.
The 2024-2025 "Chunky Sacks Hunger" Initiative
The third annual "Chunky Sacks Hunger™" initiative is the centerpiece of the brand's charitable efforts for the 2024-2025 season. This program partners with NFL teams and players to combat food insecurity across the United States. The mechanic is simple yet effective: for every defensive sack recorded during the season, a donation is made to Feeding America, securing meals for those in need. The campaign runs from September 5, 2024, to January 5, 2025, with a goal of providing up to 2 million meals.
Star Power: Jason Kelce and Dexter Lawrence
To promote the campaign and the brand's core message, Campbell's Chunky has enlisted two major NFL linemen for its newest ad campaigns: former Philadelphia Eagles center Jason Kelce and New York Giants defensive tackle Dexter Lawrence. The ads, which debuted in late 2024, play on the brand's "Chunky Is Beefy" theme, featuring the massive athletes in humorous and memorable scenarios that emphasize the soup's hearty, substantial nature. Kelce, in particular, has become a viral marketing sensation, further boosting the brand's visibility across traditional and social media platforms.
Corporate Shifts and Financial Landscape of The Campbell's Company
Beyond the product innovation and high-profile marketing, Campbell's Chunky is part of a larger corporate entity, The Campbell's Company, which is undergoing significant changes and facing modern financial challenges. Understanding the parent company's landscape provides essential context for the Chunky brand's aggressive strategy.
Navigating Cost Inflation and Profit Margins
Recent financial reports for fiscal year 2024 highlight the ongoing battle with economic pressures. The company reported a decrease in gross profit as a percentage of sales, dropping to 30.8% in 2024 from 31.2% a year prior. This decline was primarily attributed to higher cost inflation impacting the production of goods, a challenge faced across the entire CPG sector. Despite this, the company continues to implement optimization initiatives, particularly within its Snacks division, to improve overall effectiveness and profitability.
The Surprising Corporate Rebrand
In a major corporate decision that reflects its diversified portfolio, The Campbell Soup Co. announced plans to drop "Soup" from its official name. This change is intended to better reflect the company's full range of brands, which includes not just soup products, but also a significant and growing Snacks division. In fiscal year 2024, these other brands accounted for 84% of net sales, demonstrating that the company is much more than just a soup producer. While the Chunky brand remains a cornerstone of the Meals & Beverages segment, this corporate shift underscores the strategic importance of all its product lines.
The Future of Chunky: Innovation and Topical Authority
The latest developments—the Pabst Blue Ribbon collaboration, the high-energy NFL campaigns featuring star players like Jason Kelce and Dexter Lawrence, and the ongoing Chunky Sacks Hunger initiative—all point to a clear strategy: maintaining topical authority by constantly offering fresh, unique, and conversation-starting products and partnerships. The limited-time nature of the PBR-infused soups creates urgency and buzz, while the NFL partnership provides a stable, powerful platform for seasonal marketing. By embracing bold flavor innovation and leveraging the massive reach of professional football, Campbell's Chunky is ensuring its continued relevance as a "beefy" meal solution for the modern consumer, successfully navigating the competitive landscape of 2025.
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