Most people don't know that ketchup can be much more than just an add-on on your plate. It can be a real ingredient for many recipes. Heinz released an amazing book stating all kind of recipes that can be made where ketchup is one of the main ingredients, users could win each week a copy of this book if they participated in the Facebook application where you are presented a picture of a recipe and a list of ingredients where you had to find the correct ingredients used in this dish as fast as possible.

Fans who 'like'-ed facebook.com/heinzbelgium and were the fastest to find the correct ingredients were given a copy of the famous Heinz Secret Ingredients cookbook.

The Facebook reach, conversation and the number of fans had a huge increase during this campaign.

In the applications back end all user data could be reviewed and together with a detailed Facebook Insights reporting this was a very successful campaign.