With our success of Mayochup, it only made sense to push the boundaries of condiment concoctions even further. We heard consumers loud and clear — and there was a clear need to champion the interesting flavor combinations that people mix themselves, usually within the confines of their own home.
Cue Mashups, a lineup of saucy new flavors that make these flavor combinations as easy as picking up a bottle at the grocery store. Starting with Mayocue (Heinz Mayonnaise + Heinz BBQ sauce) and Mayomust (Heinz Mayonnaise + Mustard), we quietly distributed the products and waited for fans to discover our new condiment offerings. It didn’t take long. Fans quickly took to social to spark conversation, but we didn’t stop there.
We wanted to offer one last flavor combination — Heinz Ketchup and ranch dressing — better known as Kranch. To announce this new product, we partnered with Twitter, using their live video and Periscope offering for a marathon 16-hour live video, asking users to guess the newest in the Mashups lineup.
With over 2 million viewers of the live video, 2,200+ comments, and over 2.5 years-worth of video consumed within 16 hours, it was clear to us that our fans were ready to get their hands on
a bottle of Kranch. We didn’t stop there. To continue the earned momentum, we then opened up a sweepstakes to give consumers a chance to win one of the first 100 bottles of Kranch — not just building excitement, but accelerating Kranch further into newsfeeds.
And with over 2 billion earned impressions, and Kranch having a feature on The Tonight Show with Jimmy Fallon, Heinz Mashups were launched with resounding success. Which flavor combination will we explore next?