Shaken & Stirred - Influential Brand Profiling and Positioning

Personalized tins of soup lovingly sent to friends suffering with a cold

Personalized foodstuffs may be nothing new. A different take on the idea recently saw Heinz using Facebook as a platform for fans to send personalized tins of soup to friends suffering with a cold.

Heinz partnered with We Are Social in order to increase social media presence and sales, which resulted in a timely and relevant seasonal campaign acting as an alternative to a “Get Well Soon” card. Throughout October, after becoming a fan of the Heinz UK Facebook page, users could customize a can of Cream of Tomato or Chicken soup with the name of a sick friend or loved one, to be be delivered within three to four days. The service was only available in the UK, and cost GBP 1.99 per personalized can.

The campaign reportedly created a considerably amount activity on Twitter, further proof that consumers engage in ideas that allow them to personalize and share. Plenty for inspiration here!


Spotted by: Murtaza Patel

1 thought on “Personalized tins of soup lovingly sent to friends suffering with a cold”

  1. The HJ Heinz Company @HJHeinzCompany
    @ukmarketingnet @slievemore Thanks for the kind words about our Heinz UK soup campaign.
    in reply to @ukmarketingnet

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