Personalisation is one of the new four p’s of marketing which is why I’m impressed with this creative use of Facebook. Heinz used Facebook as a platform for fans to send personalized tins of soup to friends suffering with a cold.
Heinz partnered with top social media agency 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.
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 £1.99 per personalized can.
It’s a simple idea, executed brilliantly by one of the world’s most iconic brands. Many a time have I suffered from a cold and reached for a tin of Heinz tomato soup to warm my cockles. Congratulations to everyone involved.