Batchelors is running a Comedy Challenge across the UK this month to raise awareness of its male-oriented Cup a Soup Extra brand. Local heats take place during March, in conjunction with pub chain Yates's Wine Lodge, to find the best non-professional stand-up comedian. The final takes place in April. It is spending £450,000 on this initiative which also ran last year. Category manager Julian Cooke said: "The comedy theme links in with the TV ad campaign and reiterates the fun image of Cup a Souup Extra." {{MARKETING - P&P }}

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