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Kraft Heinz Co., which recently began working with WPP's VML, is wading deeper into the world of social media marketing. It hopes to deepen the relationship people have with its iconic brands, get shoppers to try newer linesand keep free of the unintended controversies that can sometimes befall brands on social media.

This month's Twitter teasers about "mayochup"its new product combining mayonnaise and ketchupis illustrative of its new approach, and how social media can be a successful source of engagement. The "mayochup" effort included a poll asking consumers, "Want #mayochup in stores? 500,000 votes for 'yes' and we'll release it to you saucy Americans."

Want #mayochup in stores? 500,000 votes for "yes" and we'll release it to you saucy Americans.

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