During a 10-month road tour, CPC International's dry soup brand aims to give away 1 million samples from a traveling 1950s-style diner. The promotion, handled by Responsive Marketing, Chicago, also touts two new flavors, split pea and corn chowder.
SAMPLES & SWEEPSTAKES
The Knorr Cup Cafe will spend several weeks in each city giving out soup and registering people for a vacation sweepstakes. The cafe will also donate 50,000 samples to Second Harvest hunger relief food banks.
The $586.5 million dry soup category rose 3.6% for the 52 weeks ended Dec. 3, with fifth-ranked CPC's Best Foods division warming up 13.4% on sales of $43.5 million and 7.4% share, according to Information Resources Inc.
"There has been a major slugfest in soup broadly that's taken [consumer] focus off dry soups," said Don Stuart, partner at Cannondale Associates. "CPC needed to break from convention since it can't compete head to head with Lipton and Campbell. The promotion is right in line with the product's benefits of convenience and portability."