Campbell Soup Co. has teamed up with Grammy-award winner Toni Braxton and designer Lisa Perry in an initiative to promote heart-health among US women.
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The US food giant is to support the American Heart Association’s Go Red For Women movement in the new year.
Perry has created three exclusive Campbell’s red dress designs, and consumers have been invited to vote for their favourite by visiting a dedicated website at http://www.goredwithcampbells.com/ any time between 20 December and 30 January. For each vote cast, Campbell will donate US$1 to the American Heart Association up to a total donation of $100,000.
The winning design will be unveiled by Braxton at the Woman’s Day Red Dress Awards, which will kick off American Heart Month in February.
Braxton was diagnosed with pericarditis, a form of heart disease, in her early 30s. “When I was diagnosed, I had to make important, long-term diet and lifestyle change,” the singer said. “I hope my involvement with this campaign will emphasise the importance of identifying and reducing heart disease risk factors and motivate others to take action to protect their health.”
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By GlobalDataCampbell has pledged a multi-year commitment to raise more than $1.8m for the Go Red For Women movement. But the company stressed that its commitment to help tackle the problem could also be seen in its product range.
The company pointed out that more than 60 Campbell products meet the US government criteria for “healthy” foods and display the American Heart Association’s heart-check mark.
“Supporting the American Heart Association’s Go Red For Women movement is a natural extension of our efforts to nourish people’s lives and provide them with easy, great-tasting ways to eat right to help protect their health,” Kelly Berrie, business director for Campbell’s Wellness Team, said.
