KitKat, Heinz Imagine a Ketchup-Flavored Chocolate Bar

An unexpected and somewhat bizarre collaboration sees KitKat and Heinz teaming up to (maybe) create a new flavor.

The KitKat’Chup Bar, shared by Heinz and KitKat on Instagram, seems to tease a wafer bar coated with dark red ketchup-flavored chocolate.

What may look like a weird marketing stunt to most is actually the two brands' response to a trend that started on TikTok, showing people eating KitKat bars covered in ketchup.

 

 

 

 

 

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A post shared by KITKAT (@kitkat)

Last month, KitKat capitalized on the trend by letting employees sample the suspicious savory-sweet combo.

While some people seem to enjoy it, many comment-section dwellers have voiced their negative opinions on social media.

Nevertheless, social media marketing agencies help brands like KitKat and Heinz tap into viral trends, spark engagement, and create excitement with a fun, low-effort approach.

Turning Memes Into Views

Though the candy bar exists only in photos (so far), engagement surrounding the trend has been quite high.

The trend began organically on TikTok, with hundreds of users uploading their own videos trying the combo.

Heinz and KitKat quickly rode the trend, with both brands uploading videos to their respective TikTok pages and quickly following it up with the Instagram post.

@onebigpike Reply to @charles_tngtd so damn tasty. #weirdfoodcombo#yum♬ original sound - Onebigpikey

This is just the latest example of companies properly utilizing social media to generate traffic with relatively low effort. Both brands have used this unserious, viral approach before.

Heinz previously created a ketchup dispensing billboard and worked on a campaign with food stylists. 

Most recently, the brand conducted a 'No-Taste Taste Test' for its new pickle-flavored ketchup that asked users to imagine how it tasted.

KitKat, on the other hand, regularly utilizes the brand's Instagram account to post memes, pop culture references, interesting graphics, and response-oriented content that prompts users to engage.