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.
The One Tweet Product Launch
How does Heinz launch its new mayonnaise in the U.S. when mayonnaise has been around for the past 262 years?
People have strong feelings about unexpected food combinations and Americans aren't shy about sharing their opinions.
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.