Heinz is Helping Londoners Beat the Winter Blues with Free Soup
Katherine Pendrill — January 19, 2017 — Marketing
To help Londoners banish the winter blues, Heinz recently set up a series of emergency soup stations across the city. With two-thirds of Brits choosing a warm bowl of soup as their go-to cure for their winter woes, the free soup cans were quickly snapped up by hungry commuters.
For its emergency soup campaign, Heinz set up a series of glass boxes across the city -- similar to those used to house fire safety equipment. Each of these boxes were branded with the phrase 'Break In Case of Emergency,' encouraging gloomy consumers to grab the free pick-me-up. After breaking the glass with a spoon, the lucky recipients were able to take home their free can of Heinz Cream of Tomato Soup.
The clever campaign demonstrates how brands can surprise and delight consumers even during the gloomiest time of year.
For its emergency soup campaign, Heinz set up a series of glass boxes across the city -- similar to those used to house fire safety equipment. Each of these boxes were branded with the phrase 'Break In Case of Emergency,' encouraging gloomy consumers to grab the free pick-me-up. After breaking the glass with a spoon, the lucky recipients were able to take home their free can of Heinz Cream of Tomato Soup.
The clever campaign demonstrates how brands can surprise and delight consumers even during the gloomiest time of year.
Trend Themes
1. Emergency Soup Stations - Brands can create unique marketing campaigns by offering emergency soup stations during the winter season.
2. Innovative Packaging - Using branded 'Emergency Break In Case of Emergency' glass boxes for product packaging can increase consumer engagement and speak to the need for immediacy.
3. Food as Necessity - Brands can capitalize on the consumer trend of turning to food as a source of comfort by offering free samples or promotions during the winter season.
Industry Implications
1. Food and Beverage - In the food and beverage industry, brands can use innovative packaging and creative marketing to stand out from competitors and create unique experiences for consumers.
2. Retail - Retail stores can offer complimentary samples of warm snacks or drinks during the winter season to increase foot traffic and sales.
3. Hospitality - Hotels can offer free packets of soup or other warm snacks in guests' rooms during the winter season to surprise and delight guests.
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