Heinz #FoodPorn IRL

Remember when #Foodporn was the hottest social craze? Despite it’s slight decline in novelty, Heinz has found a way to capitalize on the driving force behind our desire to double tap that sexy sandwich. They replaced the double tap, with an up-swipe. Oh yeah.

Africa – a creative agency in Brazil – imagined a new campaign to promote Heinz’s condiments, “Irresistible Posts.” Heinz used specific geotargeting in optimized locations to launch this campaign, ensuring drooling users will receive a meal as fresh as the #foodporn they tapped. Swiping up on a specific story would allow users to order that specific burger, that was then delivered to the doors of lucky users in personalized boxes.

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