Heinz discovered a clever way to bring a smile on people feeling a bit under the weather, with their campaign- Get Well Soup. Heinz is a beloved brand of canned goods, especially known for its ketchup and beans. However, the people at Heinz wanted to bring their soup in the spotlight, making Heinz Classic Soups the star.
Heinz Get Well Soup
They wanted to build brand awareness for their soups, so they launched this social media campaign based on the simple idea that soup is a comfort food for people feeling ill, and that it elevates their moods instantly.
The campaign was managed by several agencies, but the front of the list was We Are Social. It was first launched in winter of 2011, but as it was a success, it was re-launched in early and late 2012. Heinz’ campaign was executed on Facebook.
Fans were able to personalize a can of soup for a friend who was feeling ill. Using an integrated PayPal facility, cans with the get well message was delivered to a friend for 1,99 pounds. The campaign was highly engaging as it offered something personalized and unique. Heinz created a lot of buzz around this campaign, all of their promotional activities, including PR leading to the Facebook page- teaser updates, ads and sponsored stories. By doing this they recruited a large number of new fans. This concluded phase one of the campaign. The second phase was driven by the fans: they had an opportunity to choose a new flavor of soup by voting. This made Heinz’ campaign even more engaging.
By the end of the two phases, Heinz had over 75,000 new fans and more than 136,000 fans engaged in it. They also increased their page interactions by 650 %! In the end, 4, 184 cans of Heinz soup were mailed.
Heinz Get Well Soup is one of the best campaigns done on Facebook- they raised awareness and generated positive feelings towards the brand while also gaining new fans! What do you think of this campaign?
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