I turned fan comments into dishes during a Heinz TikTok LIVE.
I led the Heinz TikTok account in 2022, growing the channel following from 30k to 150k by efficiently creating dozens of pieces of content, based on emerging trends and brand priorities, each week.
No matter what we posted one thing was always true: Our followers loved to give us their weird and wonderful recipe suggestions. In fact, they did it everyday.
So, from that observation we built ‘Cooking with comments’ - a competition that led to a Heinz chef turning culinary comments into dishes live on TikTok.
In the build up to the live event we ran competition content which challenged our followers to comment their whackiest recipe suggestions, with our only rule being that they had to include a Heinz product.
And comment they did. We had thousands of suggestions, from Salad Cream cheesecakes and Beanz sushi to using Ketchup in a Tikka Masala.
Our audience voted for their favourite suggestions and our chef Dougie, alongside our host Saskia, brought 4 of them to life in a fun-packed live stream.
How it looked LIVE on TikTok
Dougie cooked 4 commented recipes in total, including a quite tricky Beanz Wellington, while Saskia did her best to distract him, ran giveaway competitions and acted on comments we received live to keep the show entertaining to the viewer throughout.
Live event clips
To extend our reach, all of the event content was captured, clipped, and released in subsequent days to our TikTok audience.
Competition creative examples:
Driving culinary commenters to share their recipes
In the weeks leading up to the live event we shared dozens of pieces of content on TikTok and beyond that would inspire our audience to comment their ideas. We deliberately varied the products we featured to encourage variety in the recipes we received back.
On other social platform feeds we shared simple static creative
Behind the scenes in our Heinz kitchen
Credits:
Agency: Vaynermedia
ECD: Becky McOwen-Banks
Creative Director: Chris Rush
Creatives: Nina Reichenberg, Will Thomas, Charlie Milton
Edit & Motion: Paul Chamberlain, Carlos Roncoletta
Production: Roxanne Maguire
Thanks for looking. View more of my projects: https://www.behance.net/cjrush
