Commuters are being encouraged to fight the freeze by ‘breaking’ the glass to enjoy a winter warm-up. The emergency soup boxes have been created following research showing that 75 per cent of Brits say nothing beats a winter chill like a hot bowl of soup.  As temperatures plummet across the country, Heinz is expecting sales of soup to surge as people reach for winter warmers. In anticipation, Kitt Green, the Heinz soup production factory in Wigan, is despatching nine million cans of soup over the next week alone. It is estimated that Heinz will sell over 20 million cans in January and typically, Heinz says it sees a five per cent increase in demand for every degree drop during the soup season (October- March).' 

Even though demand increases in the these cold winter months, Heinz soup is still a product that many will find at the back of their kitchen cupboards. However this exciting activation is bringing the brand right to the front of your mind in a bold adventurous statement - words you would never associate with Heinz Tomato Soup.

* http://www.eventmagazine.co.uk/heinz-hides-emergency-soup-london/brands/article/1421403