Instagram users in São Paulo, Brazil could have burgers delivered to them with other Heinz products

Anyone who turns to Instagram for all of its photos of delicious food will love ‘Irresistible Posts,' a new marketing campaign for Heinz put together by Africa, an ad agency based in Brazil. The campaign gives viewers of specific posts the opportunity to have the food pictured sent directly to them.

Instagram users in São Paulo searching the Stories section in the early afternoon would receive a targeted video of a burger prepared by Santi Roig, a chef at Underdog Meat & Beers restaurant. At the of the video, Roig appears onscreen and invites the user to swipe upwards to have the meal sent them. The burger came in a personalized box created by Heinz, which also included several of their condiment products.

Heinz did not announce if they plan to expand the campaign outside of São Paulo, or where they would go next.

Irresistible Posts

Anyone who turns to Instagram for all of its photos of delicious food will love ‘Irresistible Posts,' a new marketing campaign for Heinz put together by Africa, an ad agency based in Brazil. The campaign gives viewers of specific posts the opportunity to have the food pictured sent directly to them.

Instagram users in São Paulo searching the Stories section in the early afternoon would receive a targeted video of a burger prepared by Santi Roig, a chef at Underdog Meat & Beers restaurant. At the of the video, Roig appears onscreen and invites the user to swipe upwards to have the meal sent them. The burger came in a personalized box created by Heinz, which also included several of their condiment products.