In Brazil, people spend more than 1/3 of the day in social networks. Edible Posts took advantage of one of Instagram’s most popular hashtags – #foodporn – to offer an innovative and exclusive experience: turning a digital post into something real and tangible, to be eaten in real time.

Edible Posts started with a sponsored post on Instagram Stories during lunchtime. The chef Santi Roig introduced his delicious recipe – pure foodporn, and then he invited the user to taste it instead of just giving a like. “Enough mouthwatering! Slide the screen to the top and I’ll send you this burger now”. Media used geolocalization and comprised an area of 2.5km from the restaurants. Those who ordered it received via direct message in Instagram pictures and videos of the hamburger being prepared in real time and, in a few minutes only, had the sandwich delivered to them.

In less than 2 hours, more than 300 hamburgers were delivered.

The action generated +11 points of brand lift, according to Facebook, more than 15 million interactions in social networks, 7mm in earned media and it became news in more than 70 channels in Brazil and abroad. In less than two hours, 300 hamburgers were ordered and there was a change of behavior on the part of users: instead of just liking the post, they could actually eat it.

The action kept the Heinz brand in evidence as an innovative brand that offers exclusive experiences to its fans.