Though the Heinz label already boasts a bevy of mouthwatering mashups (think Honeyracha and Buffaranch), its latest new label is a bit bizarre: mayonnaise and Oreo cookies.
Alas, the odd flavor, dubbed “Mayoreo” turned out to be nothing more than a figment of social media’s wild imagination. That said, it should be noted that many of Heinz’s mashups have stemmed from social media, including the lengendary Mayochup, which mixes mayonaise and Ketchup. That in mind, when the photo of the counterfeit condiment made the social media rounds, both Heinz and Oreo denied its existence, but admitted to not being able to look away either, with the former later tweeting “I wonder if my fellow sauceteers would be ready for such a combination.”
The stunt and more importantly, both brands’ saucy reactions to it, demonstrate the fact that modern social media is more than just an online amusement park. It’s a place where product ideas and interaction opportunites abound. It’s no suprise then, that Heinz touts a large and highly engaged audience, according to Gartner’s Digital IQ Index: Food & Beverages.