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We’re asking the nation to consider Heinz Tomato Ketchup as more than something to dip your chips into by highlighting how it can be used as an ingredient within family dishes to add a rich tomato flavour.
As we are creatures of habit, encouraging fans to use Ketchup as more than just a condiment can be a hard task. So we created a campaign that gave fans the opportunity to engage via a variety of different features.
One of these features is an excitingly simple game where, each week, fans have to try and get the Ketchup into the right cooking pots in the kitchen to complete that week’s recipe. This brings to life the physical act of adding Ketchup to your cooking whilst showcasing the variety of dishes it can be added to.
And, as the game is built in HTML5, fans are able to add a dollop whether they’re at a computer, on the move with an Android handset or playing a quick game on their iPad.
We’ve also utilised Facebook open graph to generate different stories as fans play the game from challenging users to beat their friend’s score to sharing top scores. Since we launched the game last Monday, this had led to over 8,400 published open graph actions that have been viewed 197,000 times.
This appears to have directly affected the levels of engagement, with over 27,000 game plays taking place since last Monday.
In addition to these elements the campaign also invites users to upload recipes whilst featuring classic dishes that fans can print or download to try at home, as well as top tips from Nadia Swalha in the form of short YouTube videos.