Campbell wants Canadians to flip their lids

Tim Hortons encourages customers to roll up the rim. Now Campbell is getting shoppers to flip their lids.

The soup maker launched “Campbell’s Under the Lid” contest this month, giving Canadians the chance to win more than 180,000 prizes.

Winning messages and PINs will appear under the lids of specially-marked ready-to-serve soups. Those who find a winning message can visit CampbellsUnderTheLid.ca to enter their PIN and claim their prize.

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Moya Brown, VP of marketing at Campbell, says the contest is part of the company’s integrated marketing plan for its recently revamped ready-to-serve soups. Among the changes: brightly coloured labels, recipe reformulations to longstanding brand such as Classic Chicken Noodle, and the introduction of new varieties, such as Creamy Thai, which is sold under a new brand called Everyday Gourmet.

“We had mass communication and support for the revitalization effort we kicked off in August, so this (contest) is really an additional wave of communication,” Brown said.

Winning messages will only appear under the lids of four varieties of Campbell’s ready-to-serve soups: classic chicken noodle, creamy tomato, Italian wedding and cream of mushroom.

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“This particular line of soups was designed with families in mind,” says Borwn. “They really appeal to families, so the prizes will appeal to families as well.”

Prizes include a family vacation for four to Florida, cash of $10,000 and $5,000, and coupons for Campbell’s soups and Pepperidge Farm products.

The contest run until Sept. 15. It is being promoted through in-store marketing, store flyers and Facebook advertising.