Once again, we are excited to be working with Heinz to launch a New Limited Edition Heinz Tomato Ketchup.
Following on from the success of last year’s launch of Limited Edition with Balsamic, Heinz have created a brand new Limited Edition ketchup, this time blended with Indian Spices.
As last year, Heinz wanted to reward their biggest brand advocates – their Facebook fanbase – by allowing them to sample the product before it went on sale in stores.
Just over a week ago, we introduced the new Limited Edition to Heinz’s Facebook fans and gave them the opportunity to either buy a bottle outright, or to complete a game for the chance to win one.
The new flavour and the campaign were incredibly well received by the fans. It was so successful in fact, that after months of careful planning and testing, we saw unprecedented levels of demand which took our servers down. Following some speedy coding and server capacity acquisition, we were quickly back up and running to distribute the bottles to the fans.
At peak we saw 12,500 ketchup-hungry fans logging on simultaneously to claim one of 100 bottles available for free, with these bottles disappearing within eight minutes. This wasn’t a one-off though, as by the end of the week we’d seen 50,000 fans opt to play the game. As a result of the organic demand from fans, we cancelled the planned paid media support and we saw 10,000 new fans joining the page in a week – with 6,000 of them arriving in a single day.
The Facebook launch campaign finished yesterday, as Heinz Tomato Ketchup blended with Indian Spices started going on sale in supermarkets nationwide. Keep an eye out for it!