Campbell’s Chunky brand is calling on Canadians to develop a new flavour for a good cause. For the second year, Campbell is partnering with Movember, an annual event that asks men to grow mustaches to raise awareness and funds for men’s health, particularly prostate cancer, testicular cancer and mental health.
Chunky’s “Build a Flavour” online contest invites people to create a new Campbell’s Chunky Pub Inspired Soup for the chance to win $5,000. Entrants can choose from a variety of proteins, grains, vegetables and spices, and are asked to name their creations. For every entry, Campbell’s is donating $1 to Movember Canada, and the plan is for Campbell to actually launch the winning flavour.
“Movember is a great fit for us because it’s all about raising awareness for men’s health issues and that’s really important for all of us at Campbell Canada and for our consumers,” said VP of marketingMoya Brown.
“What’s really great about Chunky is it’s a male-focused brand in the food space and there’s not a lot of those. A lot of women purchase Chunky for their families, so by partnering with Movember, we can get their message out to male and female consumers.”
Throughout November, Campbell will also be monitoring social media channels for people who are participating in Movember fundraising. The company will help their efforts by donating to their “Mo Spaces” online fundraising pages, up to $20,000. Campbell will also donate $10,000 to its employees’ Mo Spaces.
To drive awareness in-store, Campbell’s Chunky Soup has launched four “Feed Your Mo” limited-edition labels featuring Canadiana themes including hockey jerseys (Beef), parkas (Chicken Noodle), cable knit sweaters (Prime Rib with Vegetables) and plaid flannel (New England Clam Chowder).
This article first appeared in Marketing Magazine.