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.
