In 2014 when brands still were hungry for generating Facebook likes, we developed an activation campaign for Heinz ketchup to call out Hollands best amateur chefs: show us your best burger. The winning burger was put on the menu of Michelin Star chef Ron Blaauw. Though the Facebook page of Heinz, hundreds of burger recepies were uploaded.
To inspire and help contestants, we created special HowTo videos with Ron Blaauw of him demonstrating how to make a truly amazing burger. Now you can find thousands of these on YouTube, but we were pretty early with these.
We also promoted the campaign in branded magazines like Allerhande from Albert Heijn.