PR gets personal with social media

heinz get well soon cans

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.

About Peter Davies

I'm a Manchester PR agency man. I work at RMS, the UK-based independent PR and marketing agency, I'm also a daddy and a football referee. Call me on 07779 033 016.
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