Heinz asks Twitter if America really needs 'Mayochup'
- Heinz is considering bringing a new condiment to the U.S., a pre-mixed blend of mayonnaise and ketchup called "Mayochup" — but only if it can drum up enough support, according to a news release.
- Through April 15, fans can vote on Twitter on whether Heinz should release the ketchup-mayo combo. If the poll reaches 500,000 votes in favor, Heinz said it will bring Mayochup to the U.S. The name Mayochup is also being debated on Twitter, and the brand plans to let fans vote on a final name before the launch.
- The stunt helps Heinz promote its new Real Mayonnaise product, which rolls out with a campaign spanning TV, digital, print, sampling and public relations. In a new commercial and digital video, "Cousin Mayo," a member of the Heinz family, opens a shop in the town of Sandwich, USA and people in sandwich costumes line up to try the mayonnaise.
Want #mayochup in stores? 500,000 votes for “yes” and we’ll release it to you saucy Americans.— Heinz Ketchup (@HeinzKetchup_US) April 11, 2018
The Mayochup poll is sparking much debate on social media, with some fans expressing disgust for the blended ketchup-mayo product and others calling it a dream come true. Mixing ketchup and mayonnaise is nothing new, and some Twitter followers called out Heinz for essentially rebranding an already common dipping sauce for french fries. However, as of press time, the poll has nearly 700,000 votes, with 55% in favor of Mayochup. The 55% in favor number was the same Thursday afternoon with around 500,000 votes cast.
Teasing new products in this way is a win-win for Heinz in any case, getting consumers on either side of the Mayochup aisle to talk about the brand online. Consumers generally aren't shy about sharing their opinions about new products and features, and appreciate when their voices are heard. This is the second time Heinz has turned to Twitter in such a way this month. To celebrate National Tomato Day, it asked fans to vote on whether a tomato was a fruit or a vegetable. The company plans to rebrand its website and debut limited-edition ketchup packaging saying the product is made from "tomato fruits" or "tomato vegetables" based on the results.
With a revamped marketing focusing on natural ingredients in its ketchup and "100% cage-free eggs" in the new mayonnaise, Heinz is trying to win back consumers that have steered away from the brand in favor of less processed alternatives in recent years. Heinz has experienced seven straight quarters of decline in U.S. sales as of Q4 2017, per Marketing Dive's sister publication Food Dive.