• Beauty Buzz

Stirring Up Success: How Heinz Pasta Sauce Won Over Tastebuds with Buzz and Reviews

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Challenge

Heinz aimed to strengthen its presence in the pasta sauce category and build credibility through authentic consumer feedback. The brand sought to drive awareness, generate ratings and reviews, and amplify social media engagement to showcase its rich, flavorful sauces in real-life settings.

Solution

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To achieve this, Heinz partnered with Stars and Stories to run a Buzz campaign, engaging 500 selected pasta lovers who received Heinz Pasta Sauce products in exchange for their honest feedback. The campaign encouraged participants to share their experiences through Instagram posts, Reels, and in-depth reviews.
The campaign leveraged multiple engagement strategies:
  • Social media activation via Instagram posts and stories using #ISADORABUZZ
  • Ratings & reviews collection to boost product credibility
  • A photo competition to drive visually appealing content creation
  • Implementation of the Stars and Stories Seal of Recommendation
  • Organic word-of-mouth spread via social engagement and final campaign reports

Execution

Campaign Details

  • Number of participants
    500
  • Campaign duration:
    May - June 2024
  • Objective:
    Increase social media presence and encourage authentic user reviews
  • Products Included
  • Heinz Pasta Sauce Tomato Basil
  • Heinz Pasta Sauce Tomato Chili
  • Heinz Pasta Sauce Tomato Mascarpone
  • Mission
  • Inspire consumers to share their experiences through reviews and social media
  • Target group
  • Pasta and tomato sauce lovers aged 18-55
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Results

Social Media Engagement

296,138

Instagram Reach

268

Total buzzadors who posted

409,347

Total followers reached

Additional organic engagement
  • 232 mentions
  • 159,764 additional reach
  • 21 mentions
  • 25,136 additional reach

Ratings & Reviews Impact

4.5/5

Average
rating

ratings

Key consumer insights:

  • Consumers appreciated the convenience of the sauces for quick meals
  • The Tomato Chili variant was highlighted for its perfect level of spice
  • The Mascarpone variant was praised for its creamy texture and depth of flavor
  • The Mascarpone variant was praised for its creamy texture and depth of flavor

rating
Customers rate us Perfect

288

Total reviews collected

ratings

Stars and Stories will listen to your request, customise offers, and deliver quality output you can trust while keeping you well-informed throughout the process.
John DoeCEO
John Doe
Stars and Stories will listen to your request, customise offers, and deliver quality output you can trust while keeping you well-informed throughout the process.
John DoeCEO
John Doe
Stars and Stories will listen to your request, customise offers, and deliver quality output you can trust while keeping you well-informed throughout the process.
John DoeCEO
John Doe

Campaign KPIs vs. Results

268
KPI: 250

Instagram Posts

288
KPI: 250

Ratings & Reviews

569,111
KPI: 175,000

Organic Reach

865,249
KPI: 435,000

Total Campaign Reach

Conclusion

The Heinz Pasta Sauce campaign successfully generated a wave of organic engagement, surpassing all key performance indicators. The campaign not only validated the product’s taste and quality but also created a strong, authentic social media presence. The implementation of the Seal of Recommendation further reinforced credibility, helping to establish Heinz as a go-to pasta sauce brand. Through the power of ratings and reviews, Heinz turned everyday consumers into brand advocates, demonstrating the effectiveness of authentic engagement in driving product awareness and trust.

This campaign proves that nothing speaks louder than real consumer voices—especially when combined with a hearty plate of pasta.