Heinz has launched a 12-week trial using augmented reality, image recognition apps on Apple and Android smartphones and tablets. Customers can download the app for free and access Heinz Tomato Ketchup-based recipes.
Just hover your phone's camera over a bottle, or even a sachet, of tomato ketchup and wait for the recipe book to pop up on the screen. Users can downlaod PDFs or watch videos on Heinz's Facebook page.
They hope to inspire customers to see tomato ketchup as a cooking ingedient and not just something to dip your chips in.
Heinz brand manager Lucy Clark said the mobile trials were being carried out to perpetuate the theme of the Secret Ingredient campaign. “We want to inspire the consumption of the brand and the creation of new recipes for people while they are on the move,” she added.
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