By Gary Symons
TLL Editor in Chief
Campbell’s Chunky has always billed itself as the soup that eats like a meal. Now, thanks to a partnership with Pabst Blue Ribbon, it might also drink like one.
The two brands have joined forces on a pair of new creations that combine hearty comfort food with a splash of PBR’s malty flavor. The two new products are a “Beer Cheese with Potatoes & Chorizo Soup” and “Beef, Bacon & Beer Chili with Beans.”
Both debut this month, available exclusively at Walmart, just in time for the fall soup season.
“This is the ultimate flavor collaboration,” said Ryan Pawling, senior brand manager for Chunky. “Our fans love bold, unexpected taste experiences, and pairing Chunky’s hearty recipes with the iconic, malty flavor of PBR brings something totally unique to the soup aisle.”
To kick things off, the brands are hosting a ‘dive bar’ takeover at Ray’s Bar in New York City on August 21, where fans can taste the soups paired with a cold PBR, snag some exclusive merch, and even be immortalized by an onsite caricature artist.
Rachel Keeton, senior brand director at Pabst, said the partnership felt like a natural fit.
“We always like to do things a little differently at Pabst, so when the opportunity came to work with an iconic brand like Chunky, we knew this was a no-brainer,” she said. “It’s a bold, unexpected collaboration that celebrates flavor, fun and the spirit of both brands.”
For those outside New York, a one-month food truck sampling tour begins on September 3 at Walmart stores across the country, offering fans a chance to grab a spoon, and maybe a selfie, with this boozy flavor mashup.