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The One Tweet Product Launch: How VML Ignited Conversation with ‘Mayochup’

Conceived by VML, the Twitter poll has the highest response rate in the social platform’s history

The One Tweet Product Launch: How VML Ignited Conversation with ‘Mayochup’

How does Heinz, America’s #1 ketchup brand, launch its new mayonnaise when mayonnaise has been around for the past 262 years? 
VML realised that people have strong feelings about unexpected food combinations and aren’t shy about sharing their opinions.
So to get people talking about mayonnaise, the agency decided Heinz would need to introduce a completely different product. Enter Mayochup, an unexpected combination of Heinz ketchup and mayonnaise in one saucy bottle, and launch it in one Twitter poll.

This one tweet led to:
•          Most effective product launch in Heinz history
•          2.3 Billion total impressions
•          28% lift in awareness of Heinz Mayo
•          “Highest poll response rate in Twitter history”, according to Twitter

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Advertiser: Kraft Heinz Company

Clients: Nicole Kulwicki, Brand Director – Brand Building, Heinz; Ayesha Narula, Brand Manager – Brand Building, Heinz; Lynne Galia, Head of Communications; Michelle St. Jacques, Head of Brand and R&D US

Creative Agency

Creative Agency: VML

Executive Creative Director: Jeremy Schutte

Group Creative Director: Mariana Costa

Account Executive: Taylor Higgins (Olson Engage)

Executive Director: Jane Tamraz, Julia Hammond

Senior Copywriter: Marissa Rhines

Senior Art Director: Katie Gerdes

Media Strategy: Alyssa Ahern (Olson Engage)

Account Supervisor: Jenny Ermer, Rachel Cooper (Olson Engage)

Vice President: Emily McMahon (Olson Engage)

Assistant Account Executive: Connie Lee (Olson Engage)

Social Media: Olson Engage

Director of Integrated Strategy: Madeline Nies (VML Group)

Global Chief Creative Officer: Debbi Vandeven

North American Chief Creative Officer: Mike Wente

Associate Creative Director: Jenna Nussbaum

Supervisor, Client Engagement: Stephanie Jones

Senior Motion Designer: Matt Geerling

Associate Connections Director, Social Media: Nathan Jokers

Associate Director, Data & Analytics: Kelly Nelson

Senior Brand Strategist: Vanessa Fuss

Chief Connections Officer: Amy Worley