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As part of its partnership between Toronto Maple Leafs and Campbell Canada [TCO], the brand has launched a new campaign centred around right winger and soup enthusiast, Ilya “Souperman” Mikheyev. Earlier in the year the brand named him “Campbell Canada’s Chief Soup Officer” based on his widely proclaimed love of soup. This is all part of Campbell’s aim to connect with millennial consumers in a very culturally relevant way.
“It’s exciting to see our partnership with Mikheyev officially come to life through his video debut,” said Mieka Burns, VP of Marketing at Campbell Canada. “Early on we learned that soup has played an important part in Ilya’s upbringing and family traditions. We wanted to share that story with fans in a fun way – and were delighted that Ilya’s mom could participate as well.” The video campaign features :43 and :15 online brand spots that offer a peek into Ilya’s life when he is away from home during the busy hockey season. With his favourite Campbell’s soup, Ilya spends time connecting with his mom over the phone as she shares step-by-step directions on how to prepare his favourite soup recipe.
“We continue to appreciate and support this organic partnership with Mikheyev and Campbell Canada,” said Jordan Vader, Vice President, Global Partnerships at MLSE. “It not only naturally aligns with our team but resonates with Mikheyev’s passions and his fans. We look forward to unrolling what else will be in store for the collaboration.”
Agency Behind Campbell Canada Tastes Like Home Campaign: