Heinz is driving its mobile presence as the first sauce brand to use blippar technology – a new image-recognition augmented reality app for smart phones, iPad 2 and selected android tablets.

The blippar technology recognises the Heinz keystone label image itself - without codes or markers – and returns a virtual, 3D booklet full of recipes, as well as an opportunity to win prizes.

Once the free blippar app has been downloaded, it enables consumers to use their device’s camera to instantaneously unlock recipes that appear to ‘pop out’ of the bottle when they hold their phone up to the Heinz Tomato Ketchup range - whether it’s a 9g sachet or a 1.5kg bottle.

By trialling this brand-new technology over the next 12 weeks, Heinz aims to engage with consumers by offering recipe ideas, whether they are ‘on the go’ or at home. By linking through to the Heinz Tomato Ketchup UK Facebook page (http://www.facebook.com/HeinzKetchupUK), consumers can access more information on the ‘Secret Ingredient’ campaign which uses Heinz Tomato Ketchup in simple, easy-to cook recipes.

Each time a consumer ‘blipps’ they have the opportunity to win a fantastic Heinz ‘Secret Ingredient’ cookery pack including a wooden spoon, apron, oven glove, a bottle of Heinz Tomato Ketchup (570g) and a squeezy, tomato-shaped ketchup dispenser, as part of a daily competition on the Heinz Tomato Ketchup UK Facebook page. Two ‘blipps’ are selected each day and the winners are awarded their prize.

Ian McCarthy, marketing manager, Heinz Tomato Ketchup, says: “We are always looking for innovative new ways to engage with consumers and using the new blippar technology is a great way for us to achieve this.

“By using this modern technology, we are rewarding our loyal fans and new customers, as well as helping retailers drive sales of the Heinz Tomato Ketchup brand.”

The campaign was created by AMV BBDO.