Heinz has announced that it will launch a range of hot sauces next month, each of which will feature a QR code to link fans to the Facebook page.
The launch of the chipotle and garlic; green jalapeño; and yellow habanero sauces will be supported by a radio campaign and sampling, as well as digital elements – including the QR codes, Facebook page, Twitter and YouTube - to persuade chilli lovers to unite.
Emma Rumble, senior brand manager at Heinz, said: “The QR codes on the labels are a great way of optimising brand interaction, particularly during dwell time in restaurants.
“Consumers will be inspired by some delicious recipes from the Facebook page, as well as adding their own for other heat-seeking Heinz fans to enjoy. And getting the product into people’s hands through sampling will be really important for us, too.”