Secret Ingredient

Heinz

Vizeum

AMV BBDO have launched an interactive online game for Heinz to get mums cooking with the “only” Ketchup.

The website, produced by creative production house unit9, features celebrity chef Paul Rankin who creates some familiar homemade favourites - from Spaghetti Bolognese to Cottage Pie - but makes them extra special with the addition of a "Secret Ingredient," Heinz Ketchup. Visitors to the site are invited to cook with Rankin through seamless interactive video, with daily prizes up for grabs.

To create added talkability, the “Secret Ingredient” is teased within the media (online and offline), and We are Social held an exclusive blogger event with Paul Rankin to entertain and intrigue mummy bloggers.

Heinz have even redesigned their iconic Heinz Ketchup bottle with the new moniker "Your Secret Ingredient”.

For the secret ingredient, it has to be Heinz.

Secret Ingredient came third in the October 2010 contest.