Heinz is making its first foray into augmented-reality (AR) smartphone and tablet apps for its Tomato Ketchup brand.

The FMCG giant has launched a 12-week trial using image-recognition AR apps on Apple and Android smartphones and tablets.

Customers that download the free app can unlock Heinz Tomato Ketchup-based recipes. To do so they must hover their device’s camera over the product, which will then open with a pop-out recipe booklet. This works across all packages from Ketchup bottles to small sachets (see video below).

Users can either download recipe PDFs via the app or click through to video recipes on the Heinz Tomato Ketchup Facebook page. Those that use the app will also be entered into a Facebook competition for which prizes include a Secret Ingredient prize pack comprising cooking utensils.

The move marks the latest stage in the FMCG giant’s ongoing, integrated Secret Ingredient campaign started last year (nma.co.uk 14 October 2010).

The aim of the overarching campaign is to use online video and digital channels to inspire people to use the tomato ketchup as a cooking ingredient.

Heinz brand manager Lucy Clark said the mobile trials were being carried out to perpetuate the theme of the Secret Ingredient campaign. “We want to inspire the consumption of the brand and the creation of new recipes for people while they are on the move,” she added.

Heinz has made Facebook the hub of its campaign activity this year, having used the social network to sell limited editions of the brand, and well as personalised ads (nma.co.uk 4 March 2011).

Last month it launched a loyalty campaign for its chilli-flavoured Tomtato Ketchup variants exclusively on Facebook (nma.co.uk 6 September 2011). This centred on offering discount vouchers that double in value once they have been shared by friends.

It has also rolled out a series of online recipe videos fronted by TV presenter Nadia Sawalha on its YouTube channel, launched last month.

Heinz worked with AR technology specialist Blippar and creative agency AMV BBDO on the campaign.




Published 27 October, 2011 by NMA Staff

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