Manila, Philippines – The lockdown restrictions resulted in less opportunity to engage with food lovers, and with this, Kraft Heinz has decided to partner with the local Filipino burger chain Sweet Ecstasy for a unique giveaway last July.
The partnership aims to continually raise the bar for its food products, including its Heinz Seriously Good Mayonnaise. With the vision ‘Let’s make life delicious’ and its mission to create unique and out-of-this-world food pairings, Kraft Heinz wanted to step in to unite both food enthusiasts and restaurants.
Following this endeavor, Kraft Heinz has created a new campaign to provide a unique opportunity to create further taste connections with its fans.
Called, ’The Seriously Good Burger’, the campaign was made by the Heinz Mayonnaise team and creative agency VMLY&R. It is a limited-edition burger that generated buzz through a digital-first campaign.
Andita Rasyid, Kraft Heinz’s head of marketing for Asia Trading, shared that they wanted to find a partner to help bring a burger experience that can once again energize the public’s interest in good restaurant food after the difficulties that the pandemic has posed on the industry.
“This felt like a perfect way to bring our vision of ‘Let’s make life delicious’ to life,” said Rasyid.
Meanwhile, Jorge Thauby, the executive creative director at VMLY&R, commented, “We are excited that together with Heinz, we will be bringing consumers not only anticipation but a tangible and delightful experience from online to offline.”
The limited-edition burger was made available last 9 July 2021, where it attracted 850 participants, making it one of the most successful Southeast Asian campaigns for Heinz Seriously Good Mayonnaise.
