Campbell's Chunky Jacked (April Fools Ad)

In early 2020, Edelman Consultancy Firm commissioned Nicole Ruggiero to create an April Fool's ad for Campbell's. The concept was a spoof on the Campbell's Chunky product line, reimagining it as a workout supplement brand. To achieve a convincing parody, Ruggiero redesigned the logo and product labels using copy provided by Edelman. The new labels were then applied to 3D models of supplement containers. The entire 3D render was staged and lit within a kitchen scene to enhance the illusion that Campbell's had actually launched a workout supplement version of its Chunky products. The programs used for these 3D renders include Cinema 4D, Octane Render, Substance Painter, Adobe Illustrator, and Adobe Photoshop.

Below you can see the original Campbells Chunky logo (left), alongside Ruggiero's Campbells Chunky Jacked redesign (right).

Below you can see the original Campbells Chunky logo (top), alongside Ruggiero's Campbells Chunky Jacked redesign (bottom).

On the left is an actual Campbell's Chunky soup product, next to one of the product redesigns that Ruggiero designed on the right for the spoof brand Campbell's Chunky Jacked.

On the top is an actual Campbell's Chunky soup product, next to one of the product redesigns that Ruggiero designed on the bottom for the spoof brand Campbell's Chunky Jacked.