The company has focused the effort around the Web site, GoRedwithCampbells.com, which enables visitors to vote on their favorite dress designed by New York-based designer Lisa Perry. The site also allows visitors to design their own red dress.
The winning Perry dress will be worn by singer Toni Braxton at the Women's Day Red Dress Awards on January 31, said Juli Mandel-Sloves, senior manager for nutrition and wellness communications at Campbell's.
Mandel-Sloves added that Perry used Campbell's paper dresses of the 1960s as her inspiration. The effort also ties into National Wear Red Day on February 1.
The site will also house information on Campbell's heart-healthy products, as well as recipes.
"We have a two-pronged approach," Mandel-Sloves said. "We're trying to raise funds and awareness for women with heart disease and we want to showcase how Campbell's is a part of the solution [with its] many heart-healthy products."
The company has committed to raising $1.8 million for the cause. This is the second of its three-year commitment to the AHA.
Weber Shandwick, Campbell's agency for nutrition and wellness, assisted on the effort. G2 provided Web site support.