Heinz Gets Perso

Following its success last year, Heinz has reintroduced its ‘Get Well’ soup campaign which allows users to personalise and send tins of tomato and chicken soup. This year, they have also teamed up with Starlight Children’s Foundation, donating the money raised to provide entertainment for ill children across the UK in hospitals and hospices. Each personalised tin of soup can be made through Facebook and costs £3.99.

This form of personalisation allows the consumer to customise an everyday product, making it personal to the end user. Not only is this campaign a great idea to be able to send a little gift to someone feeling under the weather but it also helps raise money to cheer up children.

 Other examples of excellent personalisation that we have discussed previously include The ‘Share a Coke’ campaign which was extremely popular in 2013. 150 of the most popular male and females names in the UK were pre-printed on bottles of coke; for the names that weren’t available virtual cans could be made on the ‘Share a Coke’ website or via Facebook.

 Pre-Christmas and it was alcohol on the list; the Famous Grouse Whisky gave consumers the chance to personalise a bottle of whisky by adding text to the label, giving a unique personal gift.

So is this personalisation successful?

Heinz ‘Get Well’ campaign statistics show just how effective this form of marketing is. Not only does the campaign provide a strong engagement by offering consumers a unique, personalised product, but it also uses Facebook as an e-commerce platform. According to a statement made to Campaign Live, the “Facebook page had acquired almost 75,000 new fans, while more than 136,000 users engaged with the campaign. The page increased its interactions by more than 650 per cent and saw a 4,334 per cent increase in monthly unique visitors.” Source