Heinz Make Edible Instagram Posts

Followers of the Heinz Brasil on Instagram had the opportunity for a tasty surprise when Africa unveiled Heinz Irresistible Posts, a burger that users could order after seeing it on their Instagram Stories.

Working with the support of Facebook Creative Shop and chef Santi Roig from Underdog Meat & Beers restaurant, Sao Paulo, Brazil, Africa created a geolocated series of post, released in Sao Paulo at lunch time. After scrolling through images of the hamburgers, users got a call to action from Roig, telling them to scroll upward from the post to order one of the burgers they had just seen. Those that did got sent a personalised box with burger, Heinz condiments, and images and videos of the burger being made through direct message.

Heinz Marketing Director, Isabella Rizzo, explains that the action was created to enable consumers to actually eat what they saw on the screen rather than just like it. “We decided to turn people’s craving into reality. Irresistible Posts innovate in the way people consume content: by eating it with Heinz,” she said.