When Heston Blumenthal creates a new dish, it’s the sort of thing that gets people talking.
And when he creates an exclusive, limited-edition dish for Waitrose, then it’s going to get food-lovers across the country very excited indeed.
Which makes it the perfect vehicle to launch the new Waitrose Facebook page to customers, to get them to use it, and to keep on using it while telling all their friends.
To celebrate the fact that there were only 20,000 Heston from Waitrose Hidden Orange Puddings in the real world, we gave away the same number in cyberspace.
Just like a real Christmas pudding, each virtual one contained a ‘sixpence’ in the form of a Waitrose voucher. And five consolation prizes, so that no one felt left out.
To get a pudding, all customers had to do was ‘like’ the Facebook page. Which, of course, they did in their tens of thousands.