Mayochup

Heinz distracts the internet with Mayochup to promote the launch of its new mayonnaise.
  • Heinz mayonnaise plus Heinz ketchup equals Heins Maychup.
Challenge

How does Heinz, America's #1 ketchup brand, launch its new mayonnaise when mayonnaise has been around for the past 262 years?

Insight

People have strong feelings about unexpected food combinations and aren't shy about sharing their opinions.

Solution

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.

Results

One Tweet led to:

  • 2.3B total impressions
  • 28% lift in awareness of Heinz Mayo
  • Highest poll response rate in Twitter history
  • Heinz products on grocery store shelf.
  • Heinz Ketchup tweet about Mayochup: Want Mayochup in stores? 500,000 votes for yes and we'll release it to you saucy Americans.