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Heinz Brasil surprised users in Instagram creating the initiative Heinz Irresistible Posts showing a new way to like a #foodporn post: by eating it. With millions of mentions in Instagram, the hashtag foodporn – which is always present in images and videos of delicious dishes – is used worldwide to provoke a mouth-watering effect on people and leave them drooling on the mobile phone’s screen, literally. This was the reason-why behind Heinz Irresistible Posts. With this people can finally do what used to be impossible: eat a post instead of just liking it.
Created by ad agency Africa with the support of Facebook Creative Shop, the initiative happened first in Sao Paulo using geolocation at lunch time. Those looking at Stories in Instagram found hamburgers made exclusively by chef Santi Roig from Underdog Meat&Beers restaurant. The chef then entered the scene and prompt people to do more than have their mouths water. By just making an upward movement on the screen they ordered that hamburger that was then delivered in a personalized box accompanied by Heinz products. Besides that, videos and photos of the creative process of each sandwich were sent to the respective recipients live, via direct message.
Heinz Marketing Director, Isabella Rizzo, explains that the action was created to enable consumers to actually eat what they saw on the screen. “We decided to turn people’s craving into reality. Irresistible Posts innovate in the way people consume content: by eating it with Heinz”, she adds.