Get Well Soup was a clever social media-driven campaign promoting Heinz's new line of soups that was launched at the start of cold and flu season during the fall of 2014. Partnering with the We Are Social agency, Heinz launched a UK-based campaign that invited users to send personalized cans of Heinz soup to a sick loved for a small free.
For a fee of approximately $3, the customized cans of Heinz soup were delivered to the recipients in a mere three to four business.
The clever campaign capitalizes on several consumer desires, such as customization and exclusivity. Additionally, the Get Well Soup operation offered Heinz the chance to create memorable experiences with individual consumers that are also easily shared on social media.
The campaign also succeeds in creating an association in the mind of consumers between the brand and its soup products, rather than its condiments or baked beans.
Customized Can Campaigns
The Heinz Get Well Soup Campaign Sends Custom Cans to Loved Ones
Trend Themes
1. Customized Packaging - Companies can offer customized packaging options to create memorable experiences with consumers and generate buzz on social media.
2. Experiential Marketing - Brands can use experiential marketing campaigns to create associations in the mind of consumers between a brand and its products.
3. Social Commerce - Social commerce can be used to create and promote customized products and allow for easy sharing on social media.
Industry Implications
1. Food and Beverage - Food and beverage companies can use customized packaging and experiential marketing to create buzz and associations between their brand and their products.
2. Gift and Greeting Cards - Gift and greeting card companies can explore partnerships with food and beverage companies to offer customizable gift options.
3. Social Media - Social media platforms can explore social commerce opportunities with companies to offer customizable products and promote social sharing.