NOTED :: Heinz Hopes You Love Ketchup. A Lot.

It's no secret that companies are using trial and error when integrating social media into their marketing plans. Heinz has long quipped clever lines from the front of their ketchup bottles – some of my favorites are "Instructions: put on food", "Fixes burgers at warp speed" and "Ore Idea extra crispy fries dig me".

Just spotted this week is a new label emblazoned with a call to action to join Heinz on Facebook. This is one of the only consumer products I have seen that so boldly features a social media component on their packaging. Heinz has extreme brand loyalists – one need only scan their Facebook page of 430,000+ fans to see that. It's a great idea to leverage that loyalty and take full advantage of their engagement with the brand – but it doesn't seem that Heinz has risen to the occasion.

Having quickly browsed the page, there are several fans who tout their love of Heinz ketchup – but, there are more fans who are a bit angry over the fulfillment process on a recent contest that Heinz ran. It's important to remember that when you give your fans a community gathering place, it's essential to monitor and respond to the conversations – especially when fans are unhappy. Heinz has fallen down here.

As for the packaging, I like the fact that "Ketchup lovers unite!" makes you double take, but the Facebook logo and message could have been incorporated in a less prominent way, so that even 
without knowing or caring about Facebook, shoppers get the joke.

For more best practices on incorporating social media into marketing consumer products, check out a recent Package Design article I was interviewed for: Advanced Social Studies.