For three years, Heinz partnered with Starlight Children’s Foundation for their ‘Get Well’ Soup campaign. The campaign asked the public to purchase personalised cans of ‘Get Well’ Soup from The Heinz Soup Facebook page, for loved ones feeling under the weather or who just need cheering up. With each can of soup sold via the Facebook page, £1 was be donated to Starlight to enable us to send magical storytellers into children’s wards across the UK.
Heinz also produced 4.5 million cans featuring the Starlight logo that were on sale in the big 4 supermarkets, Asda, Tesco, Sainsbury’s and Morrisons. In addition, Heinz added a TV tag to the end of their TV commercial, that was seen across all commercial channels, featuring Get Well Soup and Starlight.
Campaign KPIs were exceeded by 156%. 26 million people heard about our Heinz ‘Get Well Soup’ campaign, and 96,000 people logged on to Facebook. During the first four-month campaign, Heinz Facebook fans had increased from 16,100 to 126,500, there was a 4,334% increase in monthly unique visitors to their page. On top of this, over 350 Blogs posted about the campaign, and the campaign reached an estimated audience of 3.1million users on Twitter.