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Heinz launched its “Irresistible Posts” Instagram campaign in Sao Paolo to capitalize on the cravings many feel as they scroll through feeds packed with mouth-watering images of food.

People in the area who looked through Stories on Instagram found videos of a burger being made by a professional chef. If they swiped up, they could order the burger, which would then be hand-delivered in a personalized box. They could even watch as their own burgers were being made. Of course, the delivery was accompanied by a variety of Heinz products to enjoy with the burger.

The campaign is a great example of capitalizing on a “universal truth” of social media use. We all see a lot of pictures of food, and it drives us crazy when we can’t eat it.