In an effort to get Canadians trying its new ready-to-serve soup line, Campbell Canada is launching a new contest, asking folks to flip their lids. Soup lids, of course.

The contest, promoted over social media, in stores and through direct mailings, is dishing out more than $500,000 in prizes and is meant to drive trial through contest entries hidden under the soup lids, says Moya Brown, VP marketing at Campbell’s.

The company relaunched its entire ready-to-serve portfolio under a new name and introduced two new flavours last August, and a big issue has been driving awareness for the brand and breaking through the clutter (especially during the back-to-school period in which it launched).

The launch is being supported by a mass TV buy, with the latest humorous spot launched earlier this month, featuring a grandmother challenging a can of soup to a game of ping pong. The TV is based on the insight that everyone thinks their mother/grandmother/aunt makes the greatest soup in the world, but now Campbell’s can give even grandma’s famous chicken noodle soup a run for its money.

The TV spot and contest are geared at families with kids – with featured products selected to appeal to the kids, such as chicken noodle soup or cream of tomato. Mass was handled by BBDO, while OMD took care of the media buy and 6 Degrees handled the in-store component.

The latest TV spot will run for another eight weeks, ending around the same time as support for the contest concludes.