Have you ever eaten a post?
If you're into Instagram food porn, you'll know how hungry you can get by just looking at people's mouthwatering posts. So, at a time before the Uber Eats-like-apps era, when ordering your favorite burger from your phone was just a wild dream, Heinz capitalized on this by enabling Instagram users to eat the delicious food posts they were drooling over for the first time.
The "Edible Posts" campaign kicked off in Sao Paulo and used geolocation to target local users.
People looking at Stories on Instagram around lunchtime found videos of burgers made by chef Santi Roig from the
Underdog Meat & Beers restaurant. The chef then entered the scene and prompted people to do more than have their mouths water.
By moving upward on the screen, they could order the burger, which Heinz would then deliver in a personalized box, accompanied by some of the brand's products. To whet appetites even more, Heinz sent videos and photos of the creative process of making each sandwich to the respective recipients live via direct message.
"Edible Posts innovated how people consume content: by eating it with Heinz."
-CREATIVITY
