Heinz is the first brand to use Spotify’s ‘play’ button technology on Facebook, enabling Heinz Tomato Ketchup Facebook fans to listen to a song playlist without leaving their Facebook page.
The button, which has only recently been developed, enables brands to use its functionality on their websites and other networks.
It plays a key role in the campaign, which aims to build on the association of Heinz Sauces and the summer months.
The technology means that fans can create and share an ‘Ultimate Summer’ playlist by selecting their favourite summer songs based around a specific theme such as ‘the perfect song for a barbecue with friends’ and ‘a song relating to your favourite festival memory.’
From 9 July, a list of 110 songs will be unveiled on the Heinz Tomato Ketchup Facebook page, allowing fans to vote for five songs they would like to keep every week over a four week period.
The end result is a Summer playlist featuring 40 songs that Heinz Sauces fans can enjoy.
Once fans listen to the playlist, this will be visible in their friends’ news feeds, complete with Heinz branding, helping to extend the viral reach of the campaign.
In addition, the Heinz Tomato Ketchup and Heinz Salad Cream Facebook pages will feature summer recipes and a ‘Pass The Sauce’ competition – uploading pictures of sauce bottles being passed around.
Sarah Davies, Brand Manager, Heinz Tomato Ketchup, said:
“Heinz has a strong association with summer, with our sauces offering the perfect accompaniment to barbeques and other social eating occasions.
“We wanted to create a campaign that consumers would enjoy sharing with their family and friends during these moments.
“Creating and sharing the ultimate summer playlist is another great way our Facebook fans can celebrate their summer with Heinz.’