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, a groundbreaking podcast series 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.

The campaign’s genesis lies in its ability to transcend the expected athlete endorsement, and the Kelce brothers’ 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 Co-founder of BLKBOX and a true visionary, made some ‘authentic’ observations on EssentiallySports’ Think Tank hosted by none other than Trey Holder. He said about his favorite sports-brand collab, “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. 

In the world of professional sports, athletic prowess is highly valued. However, Travis Kelce’s account reminds us that the path to greatness is often paved by unwavering family support. It was not simply a soup-selling campaign by Campbell’s Chunky Soup; it tapped into the emotional core of Kelce’s real-life achievements—his family.

From Donna Kelce’s sideline cheers to the playful sibling rivalry with brother Jason, the campaign showcased the authentic connections that have fueled Travis’ drive. This resonated deeply with audiences, proving that the real MVPs often aren’t found on the field but in the living rooms and kitchen tables where dreams are first nurtured. By highlighting these personal moments, the campaign transformed from a simple endorsement into a heartwarming tribute to the unwavering figures who shape and propel athletes like Travis Kelce. It is a reminder that behind every touchdown, every victory is a network of support that often goes unseen.

This strategic shift is a masterclass in modern marketing. Beasley further noted, “I think Procter & Gamble was kinda piggybacking on that, with the ‘Thanks Mom’ campaign, with the Olympics etcetera, but those family stories I really liked where it’s not just the athletes, but the athlete’s household.”

The proud #girldad acknowledged Procter & Gamble’s history in this space but highlighted how the ‘rarely seen before’ campaign by Campbell’s Chunky Soup takes the concept to another level–it’s not just an athlete offering a generic ‘thanks’, but a genuine glimpse into the unique and powerful bond between a star and his biggest supporter. And what is the result that comes out of it?

The result is a campaign that resonates deeply with audiences. We might not all be NFL stars like Travis Kelce, but we all understand the significance of family bonds and the immense gratitude felt for those who believe in us unconditionally.

WATCH: ES Think Tank’s Exclusive Interview with Madisen Skinner

As Keenan Beasley extolled the virtues of family-centric narratives in this week’s EssentiallySports Think Tank episode, 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 Procter & Gamble has been doing for decades – in 2003, Campbell’s “Mama’s Boys” campaign helped fuel the brand’s double-digit sales. 

Think Tank is where EssentiallySports throws caution to the wind. Our experts challenge the status quo, unearthing hidden potential and redefining the possibilities of sports content. If you’re ready to disrupt, innovate, and leave your mark on the industry, this is the space for you. This is EssentiallySports Think Tank — a commitment to taking brand-sport collaboration to greater heights.

Tune into ES Think Tank today to watch the full episode!