Heinz [Seriously] Good Mayonnaise has put all its golden eggs into the Snapchat basket to launch a new augmented reality promotion at this year’s Sydney Royal Easter Show.
The unique activation uses the theme ‘whole eggs worth searching for’ to highlight the brand’s much-loved recipe made with free-range whole eggs.
Using Snapchat’s geo-gated community filters, showgoers solve clues and hop to it around the Sydney Showground to snap six Golden Egg selfies for the chance to win $1,000 a day.
Clues are available from the Heinz [Seriously] Good Golden Egg Hunt stand, strategically placed in the Poultry Pavilion.
Kraft Heinz Australia CMO, Shalabh Atray said: “The Golden Egg Hunt demonstrates our commitment to back and build our brands in innovative ways.
“The Sydney Royal Easter Show is a seriously fun environment that’s synonymous with Sydney’s culture.
“We wanted the event to underpin our “act not ad” philosophy by creating meaningful connections with our consumers that are grounded in context.”
XPO Brands MD, Sally Tobin said: “Kraft Heinz’s willingness to push boundaries and embrace technology gave us the freedom to move away from traditional Sydney Royal Easter Show promotions.
“By capitalising on our nation’s selfie obsession and using a trusted social media platform, we’ve opened up the playing field to more people as there’s no bespoke app to download.”
Since the Sydney Royal Easter Show opened, the promotion has scrambled 36,000+ Snapchat engagements —proof that Heinz [Seriously] Good Mayonnaise is the mayo that lays the golden eggs.