How a $388B Brand Used NFL’s Travis Kelce and Family Values to Rewrite the Narrative: “Give Credit to Their Moms”

In the new era of sports content, it’s no longer about statistics and scores; it’s about stories that resonate, campaigns that captivate, and brands that understand the transformative power of authentic connection. This type of high-level insight fuels EssentiallySports’ Think Tank, an exclusive initiative where industry leaders dissect the strategies shaping the future of sports media. Case in point? Keenan Beasley’s insights into Procter & Gamble’s immensely successful campaign with NFL superstar Travis Kelce, his brother Jason, and their mother, Donna, for Campbell’s Chunky Soup.

America’s Favorite Video Today

The campaign’s genesis lies in its ability to transcend the expected athlete endorsement. Yes, the Kelce brothers are a formidable force on the field, but this collaboration has shifted the focus. By shining a spotlight on their close relationship with their mother, Procter & Gamble and Campbell’s Chunky Soup struck a chord, reminding us of the universal power of family values.

NFL moms shine in Campbell’s “Thanks Mom” campaign

Keenan Beasley, the C0-founder of BLKBOX and a true visionary, keenly observes on week’s EssentiallySports Think Tank brainstorming session: “I think the second brand for me is uh, Campbell’s chunky soup!… I love the fact that they take the athletes with their moms …and that’s just something you know, want the guys wanna give credit to their moms, right?”

Beasley hits the nail right on the head, which also reflects how authentic storytelling has fueled the 155-year-old company’s brand authority.

As Keenan Beasley extolled the virtues of family-centric narratives in this week’s EssentiallySports Think Tank brainstorming session, the familiar strains of the “Thanks Mom” advert filled the room. On-screen, NFL stars Travis and Jason Kelce playfully ribbed their mother, Donna, over a steaming bowl of Campbell’s Chunky Soup. Their genuine laughter and shared memories echoed Keenan’s sentiment—it was a testament to the power of family bonds, a theme deeply ingrained in the NFL’s cultural fabric.

Procter & Gamble, a brand titan valued currently at $388.1 billion, clearly understands the potency of this emotional currency. They’ve leveraged NFL’s rich legacy of familial storytelling to elevate Campbell’s Chunky Soup campaign. Travis Kelce’s athleticism might initially draw viewers in, but it’s the glimpses of his familial devotion that truly resonate.

This authentic narrative fosters a deeper connection with audiences, proving that storytelling transcends mere product promotion. It’s about forging genuine relationships, a lesson any brand seeking lasting resonance would do well to heed. And that’s what Proctor & Gamble has been doing for more than a decade – in 2003, Campbell’s “Mama’s Boys” campaign helped fuel the brand’s double-digit sales.