Ever wish you could have that beautiful burger you see on Instagram… brought to you immediately? An agency out based out of Brazil (named Africa) is deploying a new social campaign for Heinz: ‘Irresistible Posts’ where they seek to make this possible.
In Sao Paulo, Instagram users who are searching the Stories section in the early afternoon receive a targeted video of a delicious burger prepared by a local restaurant chef. At the end of the video, the chef appears onscreen and tells the user to swipe up to have this exact meal sent to them. Once the user fills out their location details, the burger is brought to their doorstep. Where does Heinz come in? It is delivered in a personalized box created by Heinz – which conveniently includes several of their condiment products.
Heinz has not announced if they plan to expand the campaign outside of Sao Paulo.
Why it’s sizzln’ hot: Not only does this activation play upon the extremely relevant #foodporn Instagram trend, but this is a strategic play for Heinz. By being the behind-the-scenes partner that helps users fulfill their cravings (and add to them with their condiments), they are becoming a more relevant and reliable brand that provide more than just the add-ons. Additionally, next time these users think back to the best burger they’ve had – they will associate Heinz with that positive, memorable, and tasty experience.