The sandwich is a timeless piece of design. Born in England in 1762 because the Earl of Sandwich City wanted to eat while playing cards, without getting his hands dirty. Thus, creating a trend for new inventions and their designers: The Big Mac, by Jim Delligatti, The Whopper, by James McLamore, The Peanut Butter and Jelly, by Julia Davis Chandler, just to name a few. Back to 2020, we were wondering how many of our followers could be inspired to be the artists of their own pieces of art in the kitchen? So, we gave our fans the opportunity to become burger designers.

Just 300 years after the sandwich was created, the time has come for our fans to design their own sandwich: we put a burger template on Instagram stories and let our fans color fill them whatever they liked. The best designs have been turned into real burgers and delivered to the consumer’s place.

Heinz has a partnership with the best burger shops in Brazil to establish its brand superiority, generating brand salience and product trial. With the advance of the pandemic and the closure of hamburger shops, how could we keep reinforcing our brand credentials at such an adverse time? We explored Instagram stories in a new way, bringing entertainment and lightness in such a complicated moment.

We put a burger template on Instagram Stories and let our fans shine with their burger creations. They could then post their creations tagging friends and @heinz_br. Through the partnership that Heinz has with the best burger shops, we invited chefs to choose the craziest designs and turn them into real ones. We sent them to the creators’ places with a side of ketchup. They printed our template, drew their hamburgers, signed them, tagged their friends, and fed an endless stream of creativity.

Making Art With Heinz was a huge success. Over 14 million people reached and more than 27 million impressions. We had countless participations and, most importantly, we softened a little bit the impact of quarantine on the lives of our followers.