nina reichenberg
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Heinz Christmas Big Soup

Winner of The Drum Awards for Marketing 2022 - Social Category

This is a story about how Heinz saved Christmas.

With Brits facing the prospect of an empty Christmas table, we served up Heinz Christmas Dinner Big Soup: a chunky, thick soup that featured every festive trimming.

The challenge? To get the nation talking about the festive products and get them reaching out for a bowl with only a low budget to work with.

And so we hijacked the John Lewis Christmas ad of 2022 on TikTok with a parody.

The soup sold out in 3 hours and our TikTok gained over 1.5 million organic views.
The overall, the campaign garnered 729 pieces of media coverage and 553 social impressions, becoming the fifth most talked about Christmas campaign. Coverage was secured in the target audience’s top three news titles – The Sun, Daily Mail and Metro – while Heinz also generated 199 pieces of broadcast coverage.

We managed to creative extensive reach with our product with an advertisement that cost us nothing to make. Happy Holidays, indeed.

Heinz Christmas Big Soup

Winner at the 2022 Drum Awards for Marketing
Winner at the 2022 The Marketing Week Awards
Winner at the 2022 PR Moments Awards

This is a story about how Heinz saved Christmas.

With so many Brits in an economic crisis, knowing they might have to settle for a thinner Christmas turkey that year, we served them Heinz Christmas Dinner Big Soup: a hearty festive soup that features all the typical Christmas dinner trimmings.

The challenge? To create work on a low budget that gets the nation talking about this Christmas in a can that also gets them to reach for a bowl themselves. And so, we hijacked the John Lewis Christmas ad of 2022 on TikTok with a parody.

The soup sold out in 3 hours and our TikTok gained over 1.5 million organic views.
The overall, the campaign garnered 729 pieces of media coverage and 553 social impressions, becoming the fifth most talked about Christmas campaign. Coverage was secured in the target audience’s top three news titles – The Sun, Daily Mail and Metro – while Heinz also generated 199 pieces of broadcast coverage.

We managed to creative extensive reach with our product with an advertisement that cost us nothing to make.
Happy Holidays, indeed.