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How Heinz warmed the nation with its Christmas Dinner Big Soup

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By Awards Analyst, writer

December 7, 2022 | 4 min read

The Kitchen won in the Consumer Products or Services category at The Drum’s Social Media Awards in 2022 for its work with Heinz. Here we find out what went into the project…

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The Kitchen won in the Consumer Products or Services category at the awards / Heinz

By the time soup season was on the menu in 2021, appetites for Heinz Big Soup had changed. Once a store staple, it was now battling supermarket delistings of its primary varieties and declining sales. The brand needed to warm the nation’s hearts and get them reaching out for a bowlful of Big Soup again.

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The brief

Global supply chain issues meant that food shortages threatened to ruin festive cheer, a Christmas miracle was needed. With Brits facing the prospect of an empty Christmas table, the brand served up Heinz Christmas Dinner Big Soup: a chunky, thick soup that featured every festive trimming – from turkey to pigs-in-blankets, stuffing to sprouts.

The idea

The challenge was to get the nation talking about a festive product with a tin can budget, at a time when UK retailers were spending millions on advertising. The agency built buzz for Christmas Dinner Big Soup on social to quickly sell out the limited edition cans and maintained the hype through smart activations, such as hijacking the launch of the John Lewis Christmas ad with a hilarious TikTok parody.

The result

Heinz Christmas Dinner Big Soup became the fifth most talked about campaign of the season, engaging a nation and driving strong brand results. A Christmas miracle did happen thanks to social. Consumers were now hungry again for Heinz Big Soup and buyers from major supermarkets were desperate to get the product on the shelf, with one saying ‘I’ll take one-hundred pallets right now’.

This campaign was a winner at The Drum Awards for Social Media 2022. Find out how you can enter now.

The Drum Awards Awards Case Studies Social Media Case Studies

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