MEN aged between 18 and 45 are being targeted in a Heinz Big Soup promotion on Talksport radio.
The Go Big or Go Hungry campaign gives listeners the chance to win tickets for sporting events.
The challenges are introduced on the Colin Murray and Friends show by sports stars including athlete Daley Thompson, rugby player Mike Tindall and footballer Stuart Pearce.
The campaign also includes promotional trails and digital activity.
All Heinz Big Soup flavours are available in 400g and 500g cans £1.09 and £1.59 RRP.