Kraft Heinz earns 39 million impressions from the Influenster community.

Grocery shoppers are always hungry for new flavors from familiar food brands, which is why Kraft Heinz regularly launches new products. When the global company recently created eight new flavors of salad dressings, it knew getting customers talking about the dressings would be critical to launch success.

Kraft Dressings Vinaigrettes, Twisted Ranch, and Bitten sent samples to a select group of ideal consumers in Bazaarvoice’s Influenster community of 6 million+ members and encouraged them to share their experiences with a broad audience through reviews and social posts. This let the brands collect authentic content and generate social advocacy that sparked trial and increased awareness.