Campbell has introduced a new strategy to advance its goal of supporting American agriculture.  They have set a goal of growing over 1 billion tomatoes across the country.  How are they going to do that?  By sending seeds to people who want them.

This strategy allows them to accomplish their social impact (supporting agriculture), but also has significant business benefits.  To request the seeds, one must buy a can of soup; boosting sales.  To get the seeds, one must submit their contact information on Campbell's website; building a marketing list.  Oh, and the seeds aren't just any seeds - they're Campbell's Tomato Soup tomato seeds.  Brand awareness growing, literally, in peoples' backyards.