Chunky & The Amazing Race

The Amazing Race Canada is bold, adventurous and earnest. Which is exactly what Campbell’s Canada wants people to think of when they think of Chunky. So we partnered with the show to speak to our target of men in their 20s and 30s in organic and original ways.

The three-phase partnership kicked off with the “Campbell’s Chunky Amazing Escape” contest, a text-to-win contest supported by POS, TVCs and online media which was designed to drive awareness of the partnership and help shift brand perceptions.

Phase two, supported again by POS, TVCs and online media, gave contestants the chance to win the ultimate fan experience – the first-ever walk-on role on the show. The third phase truly brought the brand to life with an on-air “Chunky Challenge,” which gave contestants the chance to test their skills, as well as put Chunky front and centre.

With a total of almost 11,000 entries coming in from across the country, and great feedback and support from participating retailers, we helped Chunky prove that it pays to go all-in and trust your gut.