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.