Case Study: Heinz achieves 1 billion impressions in 48 hours with Twitter

How Heinz harnessed the power of Twitter and got 1 billion impressions in 48 hours

HEINZ, a classic American food brand, wanted to test whether a cult-favorite condiment blend (MAYOCHUP) that had been trending in the U.S. despite only being sold overseas would resonate with American consumers — and to determine the best way to launch it.

HEINZ ran an interactive Twitter campaign (partners: Starcom, VML, Edelman) centered on a Twitter Poll and fan-sourced name ideas, rewarding contributors by featuring some suggestions on packaging. The poll drew nearly 1 million votes (65% “yes”), generated 1 billion impressions in 48 hours (2.4B total), and delivered a 28% lift in brand awareness, paving the way for a U.S. release and strong pre-order demand.

Heinz

Nicole Kulwicki

Director of Marketing