Heinz Mayochup Social Campaign
To the surprise of this writer at least, Americans voted and officially approved Kraft Heinz to roll out Heinz Mayochup, a blend of mayonnaise and ketchup. Before green-lighting the condiment, Heinz ran a social campaign asking consumers for their blessing in the product and name. If the brand received more than 500,000 votes in favor of the condiment, it would be a go. Heinz reported it got well over that number. Nicole Kulwicki, director of marketing at Heinz, said in a press release that people for years have been mixing the two condiments and the Mayochup name had made its rounds. But with the new offering and campaign, Heinz wanted to make sure the product lived up to the legend. The social effort is just the start of a larger campaign with TV, digital, print and in-store sampling. It’s a great use of engaging consumers over social.