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11.19.18

T3 Unites John Mayer and Kraft Heinz Jet-Puffed Marshmallows

by Kendall Schultz

It all started with an Instagram Story from Grammy-Award winner John Mayer involving a late-night Postmates order for marshmallow creme and peanut butter to make the most epic and delicious DIY fluffernutter possible.

When asked if he had a brand preference for marshmallow creme, his response was simply “Spare No Expense.” The result? A delivery of Jet-Puffed Marshmallow Creme.

When John posted his story, T3’s social listening tactics flagged the real-time mention and alerted Kraft Heinz on how best to respond, recognizing the multi-million dollar value of celebrity endorsement and influencer outreach.

At the same time, T3 creative and connections teams worked together to create John Mayer’s own brand of marshmallow creme, “John-Puffed.”

The iconic Jet-Puffed label was transformed to incorporate the whimsical quotes from his original post and delivered as a gift of six personalized jars, along with a note thanking the Grammy Award-winning artist for his love of Jet-Puffed Marshmallows.

John responded back in a big way.

Featuring “John-Puffed” Marshmallow Creme in his live Sunday Night Instagram Variety Show, “Current Mood,” John showed off his special gift and talked at length about his love for “fun” and authentic brands that “come through” with “one-of-a-kind marshmallow creme” mentioning Kraft Heinz by name.

The result: A big vote of confidence from one of social media’s most beloved celebrity ’grammers and exposure with hundreds of thousands of a highly desirable segment for the Jet-Puffed brand.

Kendall Schultz

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