Continental // Cup A Soup


Develop a Compelling Digital Campaign

Over the past 5 years, growth in the instant soups category had flattened. With both medium and heavy soup drinkers moving toward lighter consumption. Competing in a mature market, Continental Cup-a-Soup needed to find a way to inspire their existing soup customers to increase their usage to reverse this worrying trend.


  1. Drive engagement rate of 0.07%
  2. Drive 1300 new fans
  3. Convert fans to brand advocates
  4. Drive User Generated Content
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Deepend Business Case


The key challenge put to the agency was to develop a compelling digital campaign that targeted existing customers and kept Cup-a-Soup top of mind. The brand was not just competing against instant soups but against an array of alternate ‘snack foods’ which were largely impulse purchases. The digital solution needed to drive online engagement with the brand and be done with a lean budget of $30K.

An exciting engagement platform


The Concept was ‘Your Daily Uplift.’ To provide consumers an afternoon ‘pick me up’ online to revive them mentally during their hectic day. By posting uplifting, engaging or entertaining content to the Cup-A-Soup Facebook Page to help them get through the day and inspire them to revive themselves physically with a Continental Cup-a-Soup.

Campaign Results


  1. Engagement rates for the page were 0.13%, which is 85% higher than the average for FMCG brands in Australia that had agencies running the page.
  2. Engagement rates were 2.5x higher than other Facebook pages of a similar size between 10 to 20,000 fans.
  3. We generated over 7000 new fans which was 5x more than the objective and took the page total to over 20,000 fans.
  4. Over 6,000 people responded to our poll