Heinz looks to social media for future shopping innovation

Wednesday, July 13, 2011 - 12:49 by Sarah Collinson

Ketchup brand Heinz is going to be using Facebook to provide safe shopping online for fans of its products over the coming months, after its first promotion on the site was a success.

Earlier in 2011 a Heinz ketchup variety was put on sale via Facebook with an exclusive deal which would not see it appearing anywhere else. While its sales did not skyrocket overnight it was one of a handful of brands which helped to boost consumer spending via the social network this year.

Heinz spokesperson, Lucy Clark, said that the Facebook offer was something which increased general consumer awareness about the brand and its other available products, even if it was not able to directly translate into higher revenues from safe shopping online.

Heinz will be adding 20 per cent to its social media marketing budget in 2012, according to Marketing Week.

The barbeque season is big business for sauce companies and Facebook will be one of the key areas in which Heinz focuses its advertising efforts, as the summer heats up and people start seeking substances to flavour their burgers and sausages.

An app available to Facebook users will give those interested in honing their BBQ skills all the information they need to create impressive recipes and organise the perfect outdoor get together.

Prizes will be allocated to people who post pictures of themselves at their BBQs on the Heinz Facebook page, so there is even more incentive for consumers to get involved.

After launching its Facebook presence last year, Heinz managed to gain over 20,000 fans on the site all the while promoting its products which are well established, but often in need of a marketing boost to regain a position in the wider awareness of shoppers.