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.
One Tweet led to:
- 2.3B total impressions
- 28% lift in awareness of Heinz Mayo
- Highest poll response rate in Twitter history