Campbell’s Chunky soup brand and the Coaching Association of Canada have teamed up to honour Canada’s coaches with a new campaign that asks athletes, parents and community members to nominate coaches for the Chunky MVC title: Most Valuable Coach.
The company will accept entries at Chunky.ca/MVC until late January, when four finalists will be chosen. TSN, Campbell’s media partner, will then create spots featuring the finalists and ask consumers to vote for a winner online.
As mentioned by David Allard, a Sr. Brand Manager at Campbell’s:
“We wanted something that was going to allow us to connect with consumers,” he said. “Coaches play an important role for a lot of consumers, and often they are the unrecognized heroes behind the sport.”
“Everyone seems to have a story of coach who inspired them,” he added, noting that the coaching initiative is an evolution of Campbell’s past sponsorship of grassroots sports programs, as well as big leagues like the NHL, the NFL and the most recently the CFL.
The initiative should also remind consumers of the soup’s nutritional value, he said. “Chunky is known for being a hearty soup,” said Allard. “Its relationship with sports reinforces that it is hearty as a product.”
I think this is a very smart move and I congratulate Campbell’s for identifying the tribes that exist in communities across the country. By infusing Tribal Elements into their marketing strategy, Campbell’s has found an effective way to connect with and support these tribes. The next step is for Campbell’s to seriously consider developing a Tribal Strategy.