• Share on Google+

So Ketchup King Heinz has thrown up a Pop-Up Fan-Store in Facebook selling personalised cans of Heinz soup to UK Heinz fans.

The pop-up store allows Heinz fans (and-only fans) to send personalised ‘get-well’ cans of Heinz soup to friends suffering from post-summer distress disorder – i.e. Autumn colds and chills, for a £1.99 ($3.00) PayPal payment via an store app on the brand’s Facebook page.

The customised cans feature a personal get-well message on the label, via a custom store app on the Heinz fan-page from London-based social media agency We Are Social.

What we really like about this Heinz pop-up fan-store is that it taps into Facebook strengths – gifting – an eminently social activity, and personalisation (although not, in this case, via the social graph).  Personalised gifts in Facebook make real sense.  Kudos Heinz.

Expect other food and beverage brands – champagne, chocolates, wine and soda come to mind – to follow.

Heinz is emerging as something of a poster-child for f-commerce in FMCG/CPG – earlier in the year it opened a pop-up fan-store in Facebook to support the launch of a new line of ketchup by offering fans exclusive fan-first access to the product before it became available in-store (also by We Are Social). And last month, Heinz ran a social couponing campaign, where the value of the coupon doubled when shared.

Providing a rationale for the Facebook activity, Matthew Cullum, Heinz Soup marketing controller, said, “Because Facebook is a place people choose to engage with our brand, we want to be there…  Our use of these channels doesn’t replace TV, but it is a great compliment to it because it allows the consumer to spread the word and they engage more than they would with traditional channels such as TV or Radio.”

 

 

 

  • Reply
    Author
    Facebook Marketing: Heinz druckt deinen Namen auf Suppendosen » t3n News

    […] Beim Facebook Marketing tut sich was. In Großbritannien hat der Spezialist für Tomatenprodukte Heinz eine Verkaufsaktion gestartet, die mit personalisierten Produkten wirbt und den Fans auch gleich noch das Gefühl vermittelt, sie würden damit einem kranken Freund helfen können. […]

  • Reply
    Author
    Facebook Marketing: Heinz druckt deinen Namen auf Suppendosen » t3n News

    […] Beim Facebook Marketing tut sich was. In Großbritannien hat der Spezialist für Tomatenprodukte Heinz eine Verkaufsaktion gestartet, die mit personalisierten Produkten wirbt und den Fans auch gleich noch das Gefühl vermittelt, sie würden damit einem kranken Freund helfen können. […]

  • Reply
    Author
    CiB Comercios Innovadores de Bilbao » Archivo » Las 10 noticias flash de Octubre

    […] Heinz lanza una tienda pop-up en su página de Facebook que permite regalar latas de la marca personalizadas  > ir a noticia […]

  • Reply
    Author
    Get Well Soup by Heinz | Andreea's Backyard

    […] multe detalii despre campanieaici si aici. 44.437711 26.097367 Like this:LikeBe the first to like this post. This entry was posted in […]

  • Reply
    Author
    Destination: Heinz Get Well Soon

    […] Pop-Up Facebook Fan-Store Sells Personalised Heinz Soup […]

  • Reply
    Author
    Brands Moving Beyond the Page Like: Toyota, Heinz, Universal Pictures « NANIGANS BLOG

    […] Social Commerce Today notes that Heinz is an F-commerce leader, with agency We Are Social helping the brand launch campaigns in the past such as its social coupons, whereby the value doubled upon sharing. […]

  • Reply
    Author
    5 Great Facebook Campaigns By CPG Brands | 8thBridge | Social Commerce Platform

    […] Heinz Soup: A popup Facebook shop sampling an old product at the right time – Heinz Tomato Soup – in Winter to remind consumers that a hot soup helps with seasonal flu.  The smart aspect of this Facebook sampling campaign was that consumers could personalise the can label with a get well message for their friend. […]

  • Reply
    Author
    BBC News report on F-Commerce Showcasing Heinz | Social Commerce Today

    […] Here’s a short BBC video news report on f-commerce, showcasing the Heinz fan-store selling personalised Get Well soup. […]

  • Reply
    Author
    Brands Beyond the Page Like: Toyota, Heinz, Universal Pictures

    […] Social Commerce Today notes that Heinz is an F-commerce leader, with agency We Are Social helping the brand launch campaigns in the past such as its social coupons, whereby the value doubled upon sharing. […]

  • Reply
    Author
    What to Expect from F-Commerce: 1 Sale Per 8 Fans and 700 Sales / Week Say Heinz | Social Commerce Today

    […] temporary popup gift-shop on the brand’s UK Facebook page delivered in October 2011 (covered here, and here, with result reported here), selling personalised cans of “Get Well” Soup for […]