Need a great example of how a company is using social media to speak to its fans with an inside scoop? Look no further than Heinz Ketchup. In an effort to create anticipatory buzz for its new ketchup variety, Heinz will initially limit its availability — Tomato Ketchup Blended with Balsamic Vinegar, which substitutes balsamic for the traditional white vinegar, will first be available on Nov. 14 — but not in stores. Rather, consumers will be able to buy the ketchup only through the brand’s Facebook page until the product begins to appear in supermarkets in late December.
Facebook visitors will be encouraged to “experience the richer, more sophisticated side of America’s Favorite Ketchup.” In photographs, the new condiment will be paired with a more genteel class of food, such as “Haute Dog,” “Hamburgeur” and “French Frites.”
Heinz, which has no immediate plans to advertise the product, has more than 825,000 followers on Facebook, where it hopes enthusiasts will spread the word about the purchase.
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