- Heinz has enlisted past viral stars to market the discharge of six limited-time sauces which might be a part of its “15 Minutes of Flavor” campaign, per details shared with Marketing Dive.
- Rebecca Black, William Hung and Kyle Craven, a.k.a. “Bad Luck Brian,” will promote Black Garlic Ranch, Bangin’ Brewery Mustard and Yuzu Wasabi, respectively, in paid and organic assets across TikTok and Instagram.
- Heinz will release a new flavor every month at select restaurants, with the list of participating locations and a “15 Minutes of Flavor” memory game available on a microsite. The effort follows the recent launch of Heinz’s first unified global brand platform, “It Has to be Heinz.”
With “15 Minutes of Flavor,” Heinz is again offering a tackle “drop culture,” where brands construct buzz around limited-time product releases. Previously, Heinz tapped into — and punned on — drop culture for a group of thrifted clothes with ketchup stains that were sold via a partnership with online resale platform ThredUp.
Central to the new effort is a social media push that piggybacks on viral sensations of the past who had the prototypical quarter-hour of fame, like “Friday” singer Rebecca Black and Kyle Craven, the topic of the “Bad Luck Brian” meme. While William Hung’s rendition of “She Bangs” got here in 2004 as a part of an “American Idol” audition, Craven and Black (who’s now a pop star in her own right) found fame within the early 2010s — giving the campaign a variety of nostalgic points to attract on.
Heinz’s unique flavor mixtures for its sauces, which also include Hatch Chili Ranch, Creamy Chimichurri and Harissa Aioli, were inspired by FMCG research that found 70% of consumers consider themselves adventurous eaters who seek a greater number of flavors from restaurants and types. The CPG marketer is searching for real-time feedback across the sauces that would inform which of them eventually hit retail shelves.
“As a consumer-obsessed brand on the forefront of food culture, we wish to hijack fans’ behavior as they search out new and unique flavors at their favorite restaurants,” said Diane Mays Doty, associate brand manager for Heinz Away from Home, in a press release.
“15 Minutes of Flavor” was developed by The Kitchen while Starcom’s Publicis 57 handled U.S. media and Zeno Group public relations and creators. Heinz is targeting Gen Z consumers on TikTok and Instagram to advertise the new drops and construct anticipation for ones coming down the pike. A microsite with more information and a memory game could help the brand capture worthwhile first-party data from interested consumers.
Heinz recently unified its global creative strategy for the primary time in its over 150-year history. The “It Has to be Heinz” platform honors fans’ “irrational love” for its products — a love that Heinz is probably going hoping to encourage with its latest condiment creations.
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