It’s just before lunch time and your attention has wandered across to Instagram where you are now fixated on other people’s food posts.
Don’t you wish you could eat that burger? Molten chocolate cake? Steak with the works?
Sao Paulo agency, Africa, has tapped into Instagram food envy with a social media campaign for Heinz called Irresistible Posts, that delivers the burger post you just liked – for real. It delivers the burger.
The agency worked with Facebook Creative Shop to harness geolocation to target local users looking at Stories in Instagram around lunch time. If a user looked at a video of burgers made by chef Santi Roig from Underdog Meat & Beers restaurant, the chef prompted him or her to do more than long for it.
By making an upward movement on the screen they could order the burger. Heinz then delivered it in a personalised box, accompanied by some Heinz burger essentials like ketchup.
While they waited, Heinz sent videos and photos of the creative process of making each burger, live via direct message.
Heinz marketing director, Isabella Rizzo, noted. “We decided to turn people’s craving into reality. Irresistible Posts innovate in the way people consume content: by eating it with Heinz.”