Kraft Heinz and VMLY&R Craft Seriously Good Burger for Philippines Heinz Mayo Launch

Global brand and customer experience agency, VMLY&R and Kraft Heinz have launched Heinz Seriously Good Mayonnaise in the Philippines with the creation of a special limited-edition burger.

The brand partnered with Filipinos’ favourite burger chain, Sweet Ecstasy to create The Seriously Good Burger, comprising two layers of Sweet Ecstasy’s signature beef grind that is smashed and griddled, topped with American cheese, pickles, onions and the must-have ingredient, Heinz Seriously Good Mayonnaise.

Part of Heinz’s company vision, ‘Let’s make life delicious!’ and its mission to create unique and out-of-this-world food pairings, the exclusive special edition burger is not available for sale, and instead formed the centrepiece of VMLY&R’s social media campaign to build awareness around the launch of the brand’s Seriously Good Mayonnaise in the country. 

The campaign launched on July 9th, with popular Filipino-American actress, model, and television presenter, Megan Young, taking part in a special live stream, giving residents of Manila, Philippines, the opportunity to have one of only 150 limited edition burgers delivered direct to their door by winning a fastest-fingers-first competition on Heinz’s Instagram page (@heinzphilippines). 

From July 1st-8th, in the lead up to the launch, audiences across Instagram were drip-fed video teasers and posts to build anticipation and drum up excitement for what was to come, including posts and videos courtesy of well-known Philippines’ influencers, including sports caster Apple David, model and content creator Kathlene Figuracion, and Filipina actress Krystal Reyes, whose posts and videos helped to amplify awareness around the launch.

The campaign succeeded in generating more than 40,000+ views for the pre-launch videos, and over 800,000 post engagements for the competition on July 9th.

Jorge Thauby, executive creative director, VMLY&R, said: “So often, brands create one-way anticipation when new products are launched on social media platforms. We are excited that together with Heinz, we were able to not only excite and engage people in the run-up to the launch, but also deliver a tangible, delightful and delicious experience from online to offline.”

Andita Rasyid, head of marketing Asia Trading at Kraft Heinz, said: "At Heinz, our vision is to make consumers’ lives delicious. Sweet Ecstasy is known for making the best burgers in Manila, and we are known for Heinz Seriously Good Mayo, so it’s a perfect match! With the help of VMLY&R we were able to make our virtual launch real for consumers in a way that was fun, memorable and most of all delicious!”