Heinz: Mayochup

Heinz, a food-processing company, increased awareness of its new mayo product by asking consumers on Twitter if they wanted its Dubai-exclusive Mayochup product to launch in the US.

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...

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