Campbell Plays Wellness Sweeps

Posted on by Chief Marketer Staff

Campbell Soup Co. touts its wellness message with a sweepstakes that borrows its “Taste and Live the Best of Life” tagline.

The Taste and Live the Best of Life sweeps dangles a grand-prize $50,000 kitchen makeover. Entrants register online at (as often as once per day); a random drawing determines winners.

First prize (100) is a Cuisinart Mini-Prep food processor; second prize (500) is a Williams-Sonoma soup bowl set; third prize (750) is a stainless-steel utensil basket set. The sweep runs Jan. 7 through March 4. Marden-Kane, Manhasset, NY, handles.

Eight brands participate in the sweeps, including flagship red & white, Soup at Hand, Carb Request and Campbell’s Select soups; Prego sauces; V-8 Juice; Campbell’s Supper Bakes; and Pepperidge Farm bread.

A Jan. 9 national FSI kicked off the effort and drives consumers to the Web site. Campbell asks entrants how its dedicated wellness site affects their opinion of the company, and whether the site and sweeps make them more inclined to buy participating brands.

Separately, Camden, NJ-based Campbell announced last week that it will hike prices 5% to 7% on some soups and other retail goods. The increase takes effect Feb. 28, to offset increased costs in commodities, ingredients and packaging material. Campbell points out that it has invested significantly in product and packaging R&D and recipe upgrades for its U.S. Soup, Sauces and Beverages business since 2000.

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