Campbell’s Chunky soup and nonprofit organization GENYOUth just announced the Chunky Million Meals Challenge, a Madden NFL 21 esports tournament built from the ground up to tackle hunger in schools. Funds generated by the tournament will deliver 100 million meals to combat food insecurity during the COVID-19 pandemic, with registration for the tournament open now.
Once the final eight competitors emerge from the online qualifier, NFL players including the New York Giants’ Saquon Barkley – along with Madden NFL esports pros – will draft those players and serve as their Champions of Chunky coaches for the livestreamed top eight bracket.
A visual asset for the tournament can be found here.
Campbell’s Chunky is doubling down on gaming this year, with the Chunky Million Meals Challenge complementing the brand’s ongoing partnership with Electronic Arts. That partnership includes another esports tournament and Chunky-themed in-game content for Madden NFL 21, and more info on both can be found below my signature (including a notable mobile piece).
About the Chunky Million Meals Challenge:
- The Chunky Million Meals Challenge is a free-to-enter open invitation tournament powered by CSL Esports in partnership with the NFL.
- A team of two Champions of Chunky – one NFL player and one Madden pro – will coach and support each of the top eight players through the last leg of the tournament.
- Throughout the tournament, viewers will be encouraged to donate to GENYOUth to help tackle food insecurity among the nation’s children at https://give.softgiving.com/millionmealschallenge or by texting SCHOOLS to 20222 for a one-time $25 donation. Each $25 donation provides schools with critical equipment/supplies to serve 1,250 meals.
- Campbell’s Chunky has a long history of fighting hunger and giving back to the community, having donated nearly half a million bowls of soup to hunger relief organizations across the country.
How to Register and Watch:
- Tournament registration is open now, with online tournament play beginning on Saturday, Dec. 19.
- To register for the Chunky Million Meals Challenge, visit millionmealschallenge.com.
- Open qualifiers occur over two weekends: Saturday, Dec. 19 and Sunday, Dec. 20, and again on Saturday, Dec. 26 and Sunday, Dec. 27.
- Fans can watch the top eight competitors get drafted by the NFL players and Madden pros – and can follow all the in-game action in the top eight – beginning late January on the NFL’s official Twitch and YouTube channels.
Chunky’s Partnership with Electronic Arts:
- Campbell’s Chunky is partnering with EA SPORTS on Chunky-themed gear and challenges within The Yard, the new backyard football-inspired mode in Madden NFL 21.
- The in-game integration is called Champions of Chunky: Old School vs. New School, and pits football nostalgia against today’s crop of NFL players with two distinct sets of cosmetic items and gameplay content.
- Players in the Yard have already jumped into Chunky’s Old School content, and on Thursday, Dec. 3, The Yard will switch gears to showcase the New School version.
- Chunky and EA are also collaborating on the Champions of Chunky Yard Invitational esports tournament on Saturday, Dec. 5, which offers a $10,000 prize pool.
- In this tournament, championship caliber Madden NFL players will give fans the rare opportunity to play against them and level up their game.
- First, the pros will compete against fans in four teams of three to get as many wins and score as many points as possible in a fast-paced viewing experience.
- Then, the two teams with the most points – one representing Old School and one New School – will play head-to-head in the finals.
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