VMLY&R and Kraft Heinz have partnered to launch Heinz Seriously Good Mayonnaise in the Philippines with the creation of a special limited-edition burger. The brand tapped popular burger chain, Sweet Ecstasy to create The Seriously Good Burger, comprising two layers of Sweet Ecstasy’s signature beef grind that is smashed and griddled, topped with American cheese, pickles, onions, and the must-have ingredient, Heinz Seriously Good Mayonnaise.
Part of Heinz’s company vision, “Let’s make life delicious!” and its mission to create unique and out-of-this-world food pairings, the exclusive special edition burger is not available for sale, and instead formed the centerpiece of VMLY&R’s social media campaign to build awareness around the launch of the brand’s Seriously Good Mayonnaise in the country.
The campaign launched on July 9, with popular Filipino-American actress, model, and television presenter, Megan Young, taking part in a special live stream, giving residents of Manila, Philippines, the opportunity to have one of only 150 limited edition burgers delivered directly to their door by winning a fastest-fingers-first competition on Heinz’s Instagram page.
From July 1-8, in the lead up to the launch, audiences across Instagram were drip-fed video teasers and posts to build anticipation and drum up excitement for what was to come, including posts and videos courtesy of well-known Philippines’ influencers, including sportscaster Apple David, model and content creator Kathlene Figuracion, and Filipina actress Krystal Reyes, whose posts and videos helped to amplify awareness around the launch.
The campaign succeeded in generating more than 40,000+ views for the pre-launch videos, and over 800,000 post engagements for the competition on July 9, according to the brand.
“So often, brands create one-way anticipation when new products are launched on social media platforms,” said Jorge Thauby, Executive Creative Director, VMLY&R. “We are excited that together with Heinz, we were able to not only excite and engage people in the run-up to the launch but also deliver a tangible, delightful and delicious experience from online to offline.”
“At Heinz, our vision is to make consumers’ lives delicious,” said Andita Rasyid, Head of Marketing Asia Trading at Kraft Heinz. “Sweet Ecstasy is known for making the best burgers in Manila, and we are known for Heinz Seriously Good Mayo, so it’s a perfect match! With the help of VMLY&R we were able to make our virtual launch real for consumers in a way that was fun, memorable, and most of all delicious!”