THIS IS HEINZ SOUP CAMPAIGN HOW THEY DRIVE SALES THROUGH INTEGRATED MARKETING COMMUNICATION

1. SAHIL JAIN
PGCM4/1429
“GET WELL”
SOUP CAMPAIGN

2. Heinz
 A World Of Good Food,1869.
 Well known for its branded Ketchup
as well as soups.
 Provide delicious , nutritious food
for families in 200 countries
GET WELL
 Build online presence
 Offering offering something personalised and exclusive
 Launched October 2011

3. Situation Analysis
• During winter people susceptible to ill.
• Personalize a can of Heinz soup with friend name
• Through Facebook Page and send message

4. Campaign Objective
• Engagement
• Awareness
• Cheer a loved one
• Donate to children’s charity Starlight

5. COMMUNICATION
OBJECTIVES

6. Strategy
 Build traffic to Facebook Page
 Make video viral through Youtube
 Target audience – Winter season approaching ,people
likely to fall ill,share a can with message
 Message- Send ,Share and Donate
 Execution –youtube video,Teaser update, give a vote
 Desired response- share can ,send message ,gain new fans

7. • It favorability rating achieve at least
a 10 to 1 on YouTube.
• Achieve Facebook page had acquired
almost 75,000 new fans, while more
than 136,000 users engaged with the
campaign
• Page increased its interactions by
more than 650 per cent 4,334 per
cent increase in monthly unique
visitors ,viewed more than 124,000
times, 76,000 fans have interacted
with the application directly, with
4,184 Heinz Soup cans mailed
Impact & Result

8. Views

9. Watched