Campbell Soup Co has launched a promotion in the US, offering consumers an opportunity to “try something new”.

The campaign will run until 15 November, during which time consumers can win up to US$25,000 to be used to “explore and do something novel”.

An additional 100 winners will receive $1,000, the firm said yesterday (16 September). The campaign is being run to promote the company’s new look soups.

“We’re going to reintroduce people to our condensed soups and give them the opportunity to try something they’ve always wanted to do,” said Lisa Walker, vice president of Campbell’s Condensed soups.

Consumers can log onto for information on the promotion.