- Elaine Wong

Campbell Soup has kicked off a promotion called “Address Your Heart" for the third consecutive year in order to raise $1.8 million toward heart disease awareness. The promo ties in with a red carpet event next month and will benefit the American Heart Assn.’s “Go Red for Women” project.

This year's effort involves a tie-in with NBC’s 30 Rock star Jane Krakowski and runway fashion designer Nicole Miller.

Through Feb. 6, consumers can visit Campbellsaddressyourheart.com and vote for one of three Nicole Miller-designed dresses that Krakowski will wear at the Woman’s Day Red Dress Awards on Feb. 11. Each vote generates $1. Campbell will donate up to $275,000 to the AHA’s heart awareness initiative. Krakowski will reveal the winning dress at the celebrity-style event next month.

“Each of the designs I’ve created for this program comes from my heart to inspire women, in a fun and fashionable way, to be and stay healthy,” Miller said in a statement.

Campbell did not reveal cost of the campaign. Nielsen Monitor-Plus data shows an increase in the company’s U.S. spending during the AHA campaign last February. Campbell spent $67 million on measured media (excluding online) in February 2008, compared to $50 million in February 2007.

Lisa Walker, vp, innovation at Campbell said the yearly promotion fits in with the company’s mission to encourage health and wellness via its soups. Separately, Campbell has introduced lower-sodium soups in recent years, including a Healthy Request line that uses sea salt, and a children’s lower-sodium soup line.

Walker added, “As Campbell is focused on creating an increasing number of heart-healthy products, we thought it was important to educate people on the important role that diet and lifestyle can play in helping to prevent heart disease."