When listener Tom from Near Glasgow sent his idea of ‘Sprayable Mayonnaise’ to Peter Crouch’s Podcast (3.5m weekly listeners) Heinz took it ‘Seriously’, and sent a tweet offering to turn ‘Sprayonnaise’ into a real thing. 20m organic impressions, 2 famous Dragon Den investors ‘in’, and 100,000 preorders later, #Sprayonnaise was born, tested and developed into a real life product in just six weeks - the fastest developed product in Heinz’ 153 year history.

Riffing off a gag made on a podcast, we pledged to make sprayable mayonnaise a real life product. We knew through research the podcast’s fanbase loved oddball ideas proposed on the show, and that tapping into opinionated communities would deliver results.

We also knew Heinz and Hellman’s lovers take sides and are very vocal online, so there was an opportunity to turn the debate on its head and drive the conversation to supermarket shelves.

So we got to work. Many tests later, arriving at a licensed, working, brand new Heinz product.

The product itself had to be viscous enough to resemble mayo. Yet light enough to be sprayed. The final product featured a pressurised bottle, revealed on the show’s series finale.

We knew the difficulty to make the product would create further audience engagement, which allowed us to pitch the idea across the entire podcast series over many weeks.

When it comes to mayonnaise in the UK, Hellman’s is usually the first brand that comes to mind. Using its challenger brand attitude, Heinz spotted an opportunity to hijack Britain’s most popular football podcast and help its hosts create the greatest innovation in egg based condiments yet: sprayable mayonnaise.

The stunt helped Heinz steal valuable market share from Hellmans and dominate conversation around mayo on British social channels throughout Summer 2021, one that was gearing up for the Euros, helping fuel further online conversation.

After the initial reactive tweet accrued 6 million organic impressions in 24 hours, Heinz briefed product development specialists ‘Taste Heads’ to create a working prototype of Sprayonnaise in just six weeks, in time for the podcast’s series finale.

The product development of Sprayonnaise was then discussed on the podcast week by week to millions of excited listeners by Peter Crouch and Co, and commented on by Premier League footballers including Patrick Bamford and Mark Noble.

The final product ended up being revealed on the series finale, shared across BBC 5 Live’s and Peter Crouch’s Twitter profiles with 1.1m and 680k followers respectively.

+67 point increase in positive sentiment for Heinz Mayonnaise on social channels

+10 point increase in overall Heinz brand sentiment on social channels

0-25k follower growth on Tiktok

6 weeks of airtime on The Peter Crouch Show

5 million+ organic video views on Tiktok

500k+ organic video likes on Tiktok

Global press coverage including Australian TV news and British National Press