October saw Magnet Harlequin work with long term client H J Heinz and their social media/PR agencies to launch the innovative Facebook led GET WELL SOUP campaign. This “UK first” provided Heinz Soup Facebook fans with the opportunity to go online and personalise the iconic label of their favourite flavoured soup with a ‘get well’ message for an under-the-weather friend/loved one. 
 

Data was captured on a daily basis, with the all important recipients name being placed via automatic scripts into the actual label artwork. The label was then printed digitally and affixed to the tin. In addition, a bespoke compliments slip confirming the thoughtful senders name and good wishes was also inserted into the custom made outer packaging. Once complete, the cans were then despatched same day by Royal Mail.

This ground breaking integrated campaign has caused quite a stir in social media circles. The supporting national press advertisement, also created by Magnet Harlequin, was voted ad of the month winning an ANNA award (Awards for National Newspaper Advertising).