Heinz catch up with ketchup

Heinz have launched their first ever limited edition product, a balsamic vinegar ketchup - and the launch has been largely via social media. 57 bottles went out to food bloggers and 'VIPs' at a food breakfast, and their facebook fans will be the first of the public to be able to buy the new product - with the first 3000 to 'like' it being first in the queue.

AdAge report that Neil Kleiner, head of social media at Havas' Media Contacts (the PR firm) said, "This is a great PR stunt. It's unexpected for Heinz - which is not the first brand you think of in terms of social media - so it has created a lot of buzz. People go to Facebook to engage with friends; they are only interested in brands if there's something in it for them, like discounting, vouchers or exclusives."

The campaign has added another 9000 fans to their Facebook page (which already had 45,000), appeared on food and other blogs such as the Huffington Post, and Heinz are also launching an augmented reality app with recipes - and yes, it's also been in the Daily Mail, the Telegraph, and even the new York Times...