To capitalize on the condimental attributes of the Easter holiday, Heinz decided to release Heinz Mayonnaise in a limited time Easter jar. The ask was to create a completely digital launch across all the social platforms. After countless rounds, a budget that fluctuated like Chicago weather and the inability to “push Easter”, we landed on one simple execution. Just make it beautiful. Although all of Heinz’s benchmarks for success were surpassed, many eggs were cracked in the making of this one.
Exactly one week before the 4th of July, our client woke up with one thought on his mind. Mayonnaise. His goal… Heinz Mayonnaise shall own the 4th of July. The initial brief consisted of a product exchange at only 3 stores yet the expectations were for a national push. This just wasn’t going to cut the mustard. So we donned our thinking caps and Mayopendence was born. The concept was so well received that they ditched the initial brief in favor of this one. It was all created in just under 2 days.
Although we considered our push for Independence to be a smashing success, the rise of ye ol’ internet troll proved to be too much. In the end the campaign was taken down due to a couple twitter responses. War can be scary.