Nothing comforts a cold like good old soup, which is why Heinz launched a (UK only) promotion that let Heinz Facebook fans send a personalized can of soup to ailing friends and family.
For the month of October, the brand’s Facebook fans were able to buy a can of soup (cream of chicken or cream of tomato) and create a personalized get well message, with Heinz then delivering the custom can to the recipient within days. The service cost £1.99 (roughly $3).
At the start of the promotion, October 3rd, the brand had 16,300 “likes” on its Facebook page. That figure has jumped to more than 50,000, indicating a nice drive in recruitment.
Concept: We are Social