'Get Well' Soup

                The H.J. Heinz Company’s history with soup production in the UK is rich at over 100 years old! Heinz Cream of Tomato soup was once voted the UK’s ‘most comforting soup’[1] Soup has been often viewed globally as a remedy in easing the symptoms brought about by the cold & flu season. With this in mind, Heinz UK is reviving a social media promotion that was well received in the fall of 2011. Know someone who is under the weather? Instead of sending them a card or flowers, how about sending a can of soup? The company has established a Facebook page that allows residents of the UK to buy a can of chicken, potato & leek, or the famous cream of tomato soup, complete with a label that states “Get Well Soon” along with the individual’s name and actually send it to that person. “Thanks to Heinz’s latest limited edition labeling, you can now show support and lift the spirits of a sniffily friend, family member or colleague, by sending a thoughtful limited edition personalized ‘Get Well’ soup can,” states Nigel Dickie, director of corporate and government affairs for Heinz UK & Ireland[2].

                Over 1,000 cans were purchased within hours of the re-launch of the site. The goal of the promotion is to drive deeper engagement with an already loyal Facebook fan base[3]. Nigel Dickie further enhances the goal in stating that “Social media provides a platform for our fans to engage with the brand and with each other, and gives us a valuable source of insight and engagement”[4].

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[1] http://www.heinz.co.uk/ourfood/soups/Didyouknow

[2] Conley, Mikaela “’Get Wellhttp://abcnews.go.com/blogs/health/2011/10/21/get-well-heinz-soup-cans-sent-through-facebook/’ Heinz Soup Cans Sent Through Facebook” ABCNews.com, October 21, 2011 (accessed February 14, 2012.

[3] Heinz corporate communications, February 13, 2012

[4] Conley, Mikaela “’Get Wellhttp://abcnews.go.com/blogs/health/2011/10/21/get-well-heinz-soup-cans-sent-through-facebook/’ Heinz Soup Cans Sent Through Facebook” ABCNews.com, October 21, 2011 (accessed February 14, 2012.