Right in time for the weather turning, Heinz UK fans are sending cans of soup to those they feel need it most. Nominated friends suffering from what they’ve coined as post-summer stress disorder, will receive a personalized “get well soon” can from the Ketchup giant. They have created a pop-up store on Facebook encouraging users to “Like” their page, and send a custom-made get well message to their friends on the can’s exterior.
Not only does this support a great word of mouth strategy (as does anything where you’re asking consumers to get their friends involved!), but the products are being purchased, and sampled! (each can costing the nominator £1.99 ($3.00)).
It’s a great strategy to really get Heinz into the home of potential advocates, and align themselves with a strong emotional message. So why Facebook? Matthew Cullum, Heinz Soup marketing controller, said, “Because Facebook is a place people choose to engage with our brand, we want to be there… Our use of these channels doesn’t replace TV, but it is a great compliment to it because it allows the consumer to spread the word and they engage more than they would with traditional channels such as TV or Radio.”