To reach our target during the Canadian winter, we created a giant, state-of-the-art, Soup at Hand Hand Warmer. We brought it to where Canadians need it most – to ski hills, ice-skating rinks and chilly transit shelters. The Hand Warmer was equipped with steam and heat, to remind our target that Campbell’s Soup at Hand lets you take the warmth and comfort of soup outdoors.

Cold hands snuggled the Hand Warmer. Once their mitts were nice and toasty, they could scan the QR code to find out more about these sippable soups, or join Campbell’s on Facebook. They could even grab samples to go. Facebook and Twitter let people know where the Hand Warmer was headed next.

In just three weeks, thousands of Canadians enjoyed the physical warmth of our portable Hand Warmer, helping raise product awareness. Over 1,000 samples were handed out and taken to go. Average Campbell’s Facebook page 'likes' increased by 518% during the campaign.National newspapers and blogs picked up the story, earning a total of 2.6 million unique impressions. In fact, the Soup at Hand Hand Warmer proved so successful, Campbell’s U.S. client is considering rolling out this activation at bus stops across North America.