2. For the first time ever, in 2011 Heinz created a
Limited Edition tomato ketchup recipe
Only 1,000,057 bottles of this special balsamic
vinegar flavour ketchup were produced
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3. We were tasked to launch
the new Limited Edition solely through
social media, creating awareness & excitement
before the bottles hit the shelves
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4. We engaged existing Ketchup fans by
offering them the chance to be
the first to get their hands on a bottle
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5. So, the first 3,000 bottles
were made exclusively available to fans
of Heinz Tomato Ketchup’s Facebook page
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6. In the week before the top-secret launch,
consumers were teased with a combination
of Facebook ads, fan page updates
and selected trade PR activity
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7. We created an app where the
transaction process took place
completely within Facebook
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8. Once purchased, bottles were posted
immediately to fans so they could try the
Limited Edition before it went into shops
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9. We used traditional PR to amplify the impact
of the Facebook app, creating an explosion
of coverage, online and offline
