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Before we created the multiple Effie Award winning Chunky Mama's Boy initiative, Chunky Soup was the neglected, underperforming child in the Campbell's Soup portfolio. But, when we took the heroes of the NFL off their pedestals, depicting them as regular guys with doting moms, we made Chunky the #1 canned soup in America.
Over the course of 20 years, and over 50 commericials (which I wrote), the campaign became a cultural phenomenon.
Two signs that you've made it: 1) Spoofed on SNL multiple times, 2) Have your own curse. After the Sports Illustrated Cover Curse, and the Madden Cover Curse, the Chunky Curse became the 3rd greatest NFL curse of all times.
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