One of the most loved uses of Instagram is to take pictures of yummy food. People snap away when at restaurants to make their friends mouths drool. Restaurants have leveraged this behavior by using it to merchandise their menus, allow people to make reservations through these pictures, empower their patrons to create a menu together, and so forth.
Heinz in Brazil has found a very innovative way to leverage the excessive joy around foodporn to bring awareness to their products. Each time that someone tags a picture of a yummy dish at a certain restaurant, Heinz brings that dish to the person along with some complimentary Heinz products to make the taste of the dish that little better. Its a brilliant idea. Have a look.