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: