How do you evolve one of the NFL’s most iconic mother/son campaigns?
You bring in the most famous football brothers of a generation—and their mom.
You bring in the most famous football brothers of a generation—and their mom.
Our campaign continued Chunky Soup’s legacy of spotlighting NFL moms by casting Donna Kelce alongside her Super Bowl–competing sons, Travis and Jason. Their real-life dynamic—equal parts rivalry and love—gave the brand a fresh, culturally relevant update to a platform that’s defined football storytelling for decades.
With humor, heart, and a knowing nod to Chunky’s roots, our campaign reminded fans that behind every great player is a mom who made sure they were fed.
To extend the Kelce brothers campaign beyond broadcast, we launched Chunky's “Fueled Up Faceoffs”—a social-first content series that turned sibling rivalry into shareable chaos. Across platforms, Travis and Jason went head-to-head in a series of increasingly ridiculous competitions: rock paper scissors, staring contest, and thumb wrestling.