Heinz Ketchup has built a strong consumer bond over 150 years, with some fans even getting Heinz tattoos. However, in stage 1 and 2 countries like Turkey, Poland, and Saudi Arabia, this bond wasn't as strong. The "Irrational Love" campaign wouldn't be effective here, so we created a new creative strategy to highlight Heinz's taste:
Heinz is so delicious that people experience irrational love for it. We're warning you: Heinz ketchup might make you do unexpected things because it’s so tasty.
"Try Carefully!"
We created stories about the "unexpected behaviors" caused by Heinz's taste, like the office fridge being filled with Heinz bottles or staying up all night at a skill crane machine to win Heinz bottles.
Through the Path of Creative Greatness process and consumer testing, we focused on the story of an Italian chef who loves Heinz ketchup so much that he temporarily closes his restaurant. The campaign was launched on TV, digital, outdoor, and in-store in 22 countries. We achieved this by participating in a global pitch competition against other countries.
