CLM BBDO

Client: CONTINENTAL FOODS FRANCE
Product: LIEBIG
Title: #EATYOURTWEET
Media: SOCIAL MEDIA
Country: FRANCE
Date Of Campaign: 05/12/19

Background: In September 2019, French TV aired a prime-time report on industrial soups. Hidden sugars, additives, artificial flavors – 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 promised a boycott - a potential disaster because, that October, Liebig was launching a new line of 100% natural soups which would have been difficult to sell with all the negative buzz.

Idea: Eat Your Tweet is a social media operation in which the digital and the real meet. The hundreds of internet users who criticized the brand on Twitter physically received their tweet, reproduced in the form of alphabet pasta. By inviting them to eat their tweet in the real world, we managed to change their opinion about Liebig and put an end to the bad buzz that was beginning to seriously damage the brand’s image.

Results: "Eat your Tweet” generated more than 20 Million impressions and was widely praised by the French media. Most importantly, the operation helped Liebig swiftly turn its image around and avoid a crisis.