Back in 2011, Heinz used augmented reality to launch a digital marketing campaign to promote Tomato Ketchup as a cooking ingredient in a number of different recipes. This case study looks at how the popular condiment managed to turn packaging into a fun user experience that got 170,000 people engaged with the brand in a new and exciting way.
Working with augmented reality app Blippar, available for both Android and iPhone, users could hover their phone over a brand packaging label to unlock a secret recipe book. Users could then download these recipes which use Tomato Ketchup as the ‘secret ingredient’ via the app or the Heinz Facebook page.
What’s the viewer’s experience?
Heinz has created a great user experience through this campaign. The app is easy to use and inspires consumers to use tomato ketchup in new ways. This marketing campaign has been effective in engaging consumers and strengthening their relationship with the Heinz.
How does this boost Heinz’s digital marketing?
This campaign boosts Heinz’s digital marketing as it adds another channel consumers can use to interact with the brand. The campaign came as part of Heinz’ increased investment in digital marketing from 3% to 20%, and the Blippar campaign generated over 570,000 blipps with 170,000 unique global users blipping Heinz packaging around three times each.
