HEINZ: Instagram Posts You Can Eat

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Now this is a cool social play from Heinz. Who’ve launched a campaign called “Irresistible Posts” in Sao Paulo that uses geolocation to target local users looking at Stories in Instagram around lunch time, and serving up delicious burgers made by chef Santi Roig from Underdog Meat & Beers restaurant.

The catch was, that if you liked the look of that post, swiping upward triggered the ability to order the contents of the post, which Heinz would then deliver to them in a personalised box. Very cool. Great work from the crew at agency ‘Africa’ and the Facebook Creative Shop team.


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