Viral Ads Extra Credit 08/2019

1. Heinz Mayochup
Campaign
Hai Hoang Ai Nguyen
2198-MARK-3370-005

2. Heinz #mayochup poll
Heinz Ketchup tweeted a poll under #mayochup
asking if Americans wanted Heinz Mayochup to
be released.
The criteria to release it was for 500,000 people
to vote for the product.
To me, as an avid french fry eater, I had been
mixing ketchup and mayonnaise packets for
years – this sparked a “man I wish I had
copyrighted it” moment.

3. Social Media Response
Negative responses came in the form of
criticism of Heinz not being the first to come
up with the concept and that the naming is
bad!
Heinz’s #mayochup was appearing on every
news outlet as a result of the tweet.

4. #mayochup Impact
 After 26 days, due to the results of
the poll, Heinz decided to reward
its voteres by releasing the
Mayochup product.
 Heinz even heard the Twitter-base
and decided to include the
alternative names suggested on the
product bottles.
 According to Twitter, HEINZ
Mayonnaise saw a 28% lift in brand
awareness.

5. Analyzing #mayochup
 Topic: Mayochup is a product that is actually very controversial in that it’s a
“you like or hate it” product
 By taking something that people have very strong opinions on, HEINZ was able to
get people talking about something that has been a staple in food for decades
(ketchup and mayonnaise)
 Timing: #mayochup trend was scheduled right before the summer season
 Summer in America usually means one thing – FOOD
 Memorial Holiday, Independence Day, Summer Vacation, etc. all usually involve
backyard grilling and barbecue – an event where ketchup and mayonnaise is a
staple
 The timing is perfect to put into everyone’s mind who they should be buying their
condiments from: HEINZ

6. Analyzing #mayochup
 Pictures: Judging by the graphic
design that HEINZ already had for
mayochup, you can tell HEINZ’s
campaign had the intent to garner
the people’s reception to the
naming/design of their product
 Headline: HEINZ’s catchy headlines
made it easy for news outlets and
the twitter-base to take the ad and
run with it.

7. #MAYOCHUP Conclusion
 Social media marketing campaigns
usually have three purposes:
1. Raise brand awareness
2. Garner public reception for pre-
established ideas
3. Survey what the public wants or
needs
 #mayochup hit 3 birds with 1 stone