Campbell’s Partners with Whirlpool, Others for Holiday Promo
Campbell’s Soup Co. is e-mailing more than 700,000 holiday hostesses, inviting them to enter a sweepstakes the company has cooked up with brands such as Whirlpool, CorningWare, Pepperidge Farm and French’s.
Campbell’s Win & Give Dream Kitchen Sweepstakes will award a $75,000 grand prize which includes a $40,000 cash award, $10,000 in Whirlpool kitchen appliances and a $25,000 donation to a charity of the winner’s choice given in their name. The sweeps at WinandGive.com, runs through Dec. 29.
Each partner, including the Idahoan and Birds Eye brands, is contributing to the cash prize and will appear in co-branded materials that support the promotion. Partnering companies’ products are also featured in holiday recipes on the site.
Campbell’s is using the campaign to highlight the popularity of Campbell’s Soup, Campbell’s Gravies and Swanson Broth during the season, the company said.
The promotion is geared to reach the holiday hostess, “the one who, year-after-year, is planning the meals, looking for new ideas or trying to find out how to garnish” some food item, said Mimi Dixon, senior integrated marketing manager, Campbell’s. “She takes pride in bringing everything together and is already in the planning mode for the holidays.”
The charity component of the sweeps was a no-brainer for the brand which has found, through consumer panels, that people don’t just like to win a prize, but like to give back to the community, Dixon said.
“This [promotion] is just rewarding consumers for incorporating us into their holiday meals, memories and traditions,” she said.
For its part, Camden, NJ-based Campbell’s is partnering with hunger-relief organization America’s Second Harvest to provide 100,000 underprivileged families with product donations through the end of November. Additional details will be forthcoming, the company said.
“One of Campbell’s key initiatives is tackling hunger, and this is just another way to continue to support the fight against hunger in America,” Dixon said.
Campbell’s will drop FSIs to 42 million homes on Nov. 12 in national newspapers to support the sweeps. Newspapers include The Philadelphia Inquirer and The Chicago Tribune. Additionally, print ads to reach a total circulation of 17 million subscribers will be placed in magazines such as Better Homes and Gardens, Country Homes, Ladies’ Home Journal, Midwest Living, Traditional Home and Family Circle in November and December issues.
Partners will cross-promote on their Web sites, via traditional media and in-store via P-O-P. Marden-Kane, Manhasset, NY, handles the sweeps; Refinery, Inc., Hatboro, PA handles the micro-site and Internet elements; News America Marketing handles FSIs and Partnering Solutions consulted on the initiative.
