How does Heinz, America's #1 ketchup brand, launch its new mayonnaise when mayonnaise has been around for the past 262 years?
People have strong feelings about unexpected food combinations and aren't shy about sharing their opinions.
Get people talking about mayonnaise by introducing a completely different product. Enter Mayochup, an unexpected combination of Heinz ketchup and mayonnaise in one saucy bottle.
The launch of Heinz Mayonnaise was the most effective product launch in Heinz history.
Our simple Twitter question about Mayo and Ketchup grew to generate a total of 2.28 billion impressions – including 1.97 billion online impressions, 299 million social impressions and 13.7 million broadcast impressions. Our efforts resulted in 1,245 total media placements -- 373 online, 423 social, and 449 broadcast. We received the highest response rate in Twitter poll history with nearly 1 million people weighing in.
Heinz experienced a remarkable 27 percent lift in awareness of Heinz Mayonnaise, and 28 percent of respondents recalled seeing the Mayochup activation. The majority of respondents who recalled the activation attributed it to Heinz, with only 7 percent misattributing it to another brand. One in four of those who recalled Mayochup talked about it with friends, a true testament to the social power behind the Heinz Mayonnaise product launch.