I parachuted into The Kitchen, Kraft Heinz's in-house creative agency, to crack the launch.
We pitched a few routes. A Secret Sauce Society, Mash Up Songs, and a short-form TikTok game show that tapped into the craze for challenge shows like Squid Game, Taskmaster and Physical 100.
The favourite was unanimous. Three creators, three sauces, only one victor. Welcome to The Sauce Games.
America Foster repped MayoRacha, Abraham Bunga took MayoCue and Morgan M-James went to war for MayoMust. It played out on Heinz UK and across the creators' own channels.
The games opened at Boxpark Shoreditch with a gold envelope and a simple brief: get as many strangers as possible to try your sauce. So the creators worked the tables, mic in one hand, chips and Mash Ups in the other, trying to talk people onto their team. People held up their cards and picked sides.
Back in the studio, things got messier. Think blindfolded burger-building and sauce going everywhere except the bun. And plenty of trash talk in the captions.
In the end, MayoRacha took the crown. But the real winner was Heinz.
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