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Category
Social Post / Real-time Response
Annual ID
OS_SM20_015S
About the Work
In September 2019, French TV aired a prime time report on industrial soups. Hidden sugars, additives, artificial flavours – 6M French people discovered the reality of what they eat. The report concerned all brands but Liebig, France’s leading brand of soups, had the most reason to worry about the backlash. French people were promising a boycott - a potential disaster because, that October, Liebig was launching a new line of 100% natural soups, and that would be difficult to sell with this negative buzz. But Liebig turned negative buzz into a positive with "Eat your Tweet". We reached out to our Twitter haters and asked them to give the new soup a shot. We mailed them an exclusive offer – a soup from the new 100% natural line with their tweet printed out and a special accompaniment – the letters of their tweet printed in alphabet pasta. Our detractors agreed to “Eat their Tweet” and try the new Liebig soup: no hidden sugars, no additives and no artificial flavors. “Eat your Tweet” generated more than 20 M impressions and was widely praised by French media. Most importantly, the operation helped Liebig swiftly turn its image around and avoid a crisis.
2020 Awards
Total Points: 15
Silver Pencil
Credits
Agency
CLM BBDO / Boulogne Billancourt
Chief Digital Officer
Fabio Iazzetta
Creative Director
Benjamin Dessagne
Stephane Santana
Social Media Manager
Youcef Boualem
Creative Team
Damien Veillet
Ronan Coursin
Francis Pluntz
Account Team
Meigge Sauvaget
Ani Radonova
Antoine Victor
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