Heinz Edible Posts
1x Brainstorm 9 Grand Prix
”One of the most creative advertisings in 2017”
3x El Ojo de Iberoamérica shortlists
CREATIVITY: Pic of the day
Now, the best way to like a foodporn post is eating it.
1 - BACKGROUND
On Instagram at lunch time, people are impacted by a large quantity of foodporn posts. When they are impacted by these delicious posts, the most users can do is comment, like and share them. Right?
2 - IDEA
We hacked the Instagram giving it a new feature: eat foodporn posts in real time, instead of just like them.
3 - HOW IT WORKED
Edible Posts started with a sponsored post on Instagram Stories during lunchtime. The chef Santi Roig introduced his delicious recipe – pure foodporn, and then he invited the users to taste it instead of just giving a like. Media used geolocalization and comprised an area of 2.5km from the restaurant. Those who ordered it received via direct message on Instagram pictures and videos of the hamburger being prepared in real time and, in a few minutes only, had the sandwich delivered to them.
Case study
And more: 40 million media impressions overall
The idea became famous in the whole country and all over the world.
Credits
Agency: Africa DDB Worldwide, São Paulo, Brazil
Client: Heinz
CCO: Sergio Gordilho
Creative VP: Eco Moliterno / Ricardo Figueira
Creative Director: Alê Prado
Assistant Creative Director: Alvin Shigue
Copywriter: Rafa Carvalho
Art Director: Bruno Damião / Marco Giuseppe
Film Production: Santa Transmedia
Director: 1967
Sound Production: SaxoFun