Heinz Big Soup has teamed up with radio station TalkSport in a six-figure partnership running as part of mid-morning show Colin Murray and Friends.

The drive will consist of four weekly challenges, with participating teams of listeners getting the chance to win tickets for a range of sporting events. Sports figures such as Daley Thompson, Mike Tindall and Stuart Pearce will introduce the challenges and encourage teams of listeners to participate.

The on-air material will be supported with digital and social activity, reinforcing the brand’s ‘Go Big or Go Hungry’ positioning. Heinz said it expected the campaign to reach 2.3 million consumers in its target demographic of 18 to 45-year-old males.

“With 44% of TalkSport listeners revealing they eat soup once a week or more [TGI Q3 2015], it’s the perfect platform to reach our target consumer,” said Heinz assistant brand manager Marco Marioni.

“Our partnership has been timed to kick off in January during a key winter month when soup is in high demand and to ensure that Heinz Big Soup is front of mind.”

Sales of Heinz Big Soup fell 3% to £25.8m, roughly in line with the canned soup category [Nielsen 52 w/e 17 October 2015].