Heinz’ Get Well Soup
During the annual cold and flu season, American food company Heinz is encouraging its UK Facebook fans to create personalised cans of Heinz Soup, to lift the spirits of friends who are feeling under the weather.
Fans simply enter their friend’s name and favourite flavour of soup on the Heinz Soup Facebook page, and a personalised can will be delivered to them, wishing them to “get well soon”.
Matthew Cullum, Heinz Soup marketing controller, explained the campaign encourages engagement with the brand by combining Facebook commerce with personalisation at a time of year that is synonymous with soup.
“Because Facebook is a place people choose to engage with our brand, we want to be there,” he says. “Soup can be an emotive product, and Facebook taps into that. Our use of these channels doesn’t replace TV, but it is a great complement to it, because it allows the consumer to spread the word, and they engage more than they would with traditional channels such as TV or radio."