VML is the social media agency of record handling social strategy, creative, and community management for Kraftmaster brand, Kraft Mac & Cheese and Heinz Ketchup.  We also work with other Kraft Heinz brands including Gevalia, Maxwell House, A1 and Velveeta.

Case study

The One Tweet Product Launch

Challenge

How does Heinz launch its new mayonnaise in the U.S. when mayonnaise has been around for the past 262 years?

Idea

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

Result

Get people talking about mayonnaise by launching a completely different product. Enter Mayochup, an unexpected combination of Heinz ketchup and mayonnaise in one saucy bottle. In a single tweet we ignited our social community and created Maychup mayhem.

  • "Highest poll response rate in Twitter history" - Twitter
  • 2.3B total impressions
  • 28% lift in awareness of Heinz Mayo
  • Most effective product launch in Heinz history