Campbell's promotion

Here is a series of 2 promotion ads of Campbell's Soup. The first part is about a writing competition for consumers to share why they love Campbell's Soup. What are the objectives behind this ? Awareness, consumer involvement and WOM, maybe. It's an interesting idea but it's not expected that too many consumers will participate. So it will just generate some awareness at the end. If it's for awareness, would straightforward thematic advertising be a better way ? I wonder. As for the second part, it's targeting loyal users for increased purchase and consumption. Maybe it deserves more advertising support as it is more sales-related.