Baxters is urging people to ditch their usual lunch for two weeks, in favour of soup, via a digital and social media campaign.

The Souper Swap Challenge is running across Baxters’ Facebook, Twitter and Instagram channels during the first three months of 2017 to attract a new audience to the brand.

The online campaign centres around a social media competition that allows people to nominate their office to win a microwave and enough Baxters soup for everyone for two weeks. The brand’s social media community can share their Souper Swap Challenge experiences, photos and tips.

Customers can also purchase ready made Souper Swap Challenge boxes, in Hearty, Vegetarian or Ultimate, for £10 with free delivery via the Baxter Kitchen website .

Christine Clarke, head of marketing for Baxters, said: “We know that health and wellbeing are strong drivers when it comes to making informed and convenient choices around meals. Baxters soup provides the perfect solution for an easy, good value lunch that’s healthy and nutritious.

“Centering the campaign around a specially designated digital platform and across social media provides the best way in which to communicate and engage with our already loyal customer base, while building brand awareness and bringing a new audience to Baxters.”