Heinz: Mayochup

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

We realized that people have strong feelings about unexpected food combinations and aren’t shy about sharing their opinions. So to get people talking about mayonnaise, we decided Heinz would need to introduce a completely different product.

Enter Mayochup, an unexpected combination of Heinz ketchup and mayonnaise in one saucy bottle, and launch it in one Twitter poll.

This one tweet led to:

  • Most effective product launch in Heinz history
  • The highest poll response rate in Twitter history
  • 2.3 Billion total impressions
  • 28% lift in awareness of Heinz Mayo

Twitter Case Study: How Heinz harnessed the power of Twitter and got 1 billion impressions in 48 hours

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