Heinz continues its marketing strategy of stirring debate among consumers, this time on whether Mayochup—a blend of ketchup and mayonnaise—should be released in US stores.
Mayochup is currently a real product, although sold only in the Middle East.
— Owen Beers (@radioowen) April 10, 2018
Heinz took to Twitter on Thursday to ask consumers if they would like the product distributed in the US. If at least 500,000 votes point to “yes,” Heinz will offer Mayochup in American retailers. The poll remains open through April 15.
Want #mayochup in stores? 500,000 votes for “yes” and we’ll release it to you saucy Americans.
— Heinz Ketchup (@HeinzKetchup_US) April 11, 2018
To measure user engagement with the Mayochup campaign thus far, we calculated the earned media value from Heinz’ Twitter poll from April 11-13.
“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties.
Based on the latest AEMVI rates for Twitter interactions, the below tweet generated $68,512.94 in earned media value. This figure was based on values assigned to likes, comments and retweets.
— Colin Rigley (@Colin_Rigley) April 11, 2018
The debate also received some ire from Utahns, who felt their use of “fry sauce” had been ignored.
— Its Hannah. (@hdarrow98) April 12, 2018
This isn’t the first time Heinz used consumer opinion—and the Internet’s notorious penchant for arguments—to drive awareness for its products.
Last week, the Kraft brand asked consumers to vote on whether the tomato is a fruit or vegetable. The poll ended April 8, but Heinz is still encouraging people to weigh in through the official microsite. Depending on the outcome, Heinz will sell a limited quantity of ketchup bottles that either read “Heinz Ketchup: Made from Tomato Fruits” or “Heinz Ketchup: Made from Tomato Vegetables.”
The Mayochup campaign is part of a promotion for new Heinz Real Mayonnaise that will span across TV, digital, print, sampling and PR. Commercials introduce the new condiment as Cousin Mayo, a member of the Heinz family that opens a shop in Sandwich, USA.
The name “Mayochup” will also be up for debate later on, the company said in an official release.