The Situation

Heinz entered 2018 amidst an escalating war in the condiment aisle. The brand, which dominates ketchup, had earlier made a successful move into mustard and was now eyeing a push into mayonnaise. Mayonnaise, for its part, is dominated by one main competitor, which itself was prepping a ketchup launch.

Yet despite the category being particularly cluttered, condiments, especially mayonnaise, were hardly a topic of mainstream conversation. The challenge facing Heinz was how to raise awareness of its new-and-improved mayonnaise in a category that doesn't generate much conversation from consumers or media.

A few weeks before the scheduled launch, however, the PR team flagged a curious blip on social listening: Consumers in the UK had gotten wind of a Dubai-only Heinz product called "Mayochup," a hybrid of ketchup and mayo, and were alternately fascinated, enticed or horrified.

Which gave us an idea...