- Heinz is supporting the U.S. roll out of its recent Pickle Ketchup with a multi-faceted marketing campaign asserting consumers have already got an idea of what the product tastes like, per details shared with Marketing Dive.
- The campaign, from creative agency Rethink, uses the headline, “You Can Already Taste It,” alongside visuals of pickles and ketchup on a burger to suggest the concept of a pickle-flavored ketchup isn’t as outrageous because it seems.
- The media strategy includes digital video, out-of-home (OOH) ads in New York City and Chicago, creator content across TikTok and Instagram and paid social. Street interview style videos depict New Yorkers describing their generally positive thoughts concerning the product even before they’ve tried it.
Since last 12 months, Kraft Heinz has sought to unify its Heinz-branded products under one “It Has to be Heinz” brand umbrella that expresses the “irrational love” consumers feel for the brand’s offerings. From campaigns expressing consumers’ desire to wait for Heinz ketchup before digging in to taking a stance against overly spicy foods, the brand has sought to champion the brand’s products as a part of the eating experience. The recent “You Can Already Taste It” campaign is in the identical vein.
Pickle Ketchup, a condiment that mixes the flavors of two products the Heinz brand is best known for, was announced last 12 months and rolled out first within the U.K. The company’s founder, Henry J. Heinz was once often known as the “Pickle King” because he owned the most important pickle company within the United States, per press details. The condiments and sauces segment of Kraft Heinz is by far its largest when it comes to global net sales, totaling $8.9 billion in 2023, in line with Statista.
In an internet video that’s central to the campaign, the brand conducted a “No Taste, Taste Test,” wherein a roving reporter asked consumers on the streets of New York City what they thought Heinz Pickle Ketchup would taste like, without trying it. Responses ranged from “magic” to “sweet, savory and zesty” to “the most effective of all worlds.”
OOH billboards feature photographs of burgers with ketchup and pickles next to one another and headlines reading, “You just got a taste, didn’t you?” Placements include popular spots around New York City and Chicago like Coney Island, Times Square, Yankee Stadium and Wrigley Field.
The brand has also developed a two-phased creator campaign that may run across Instagram and TikTok. The first phase of the campaign will feature creators guessing what the Pickle Ketchup will pair best with, without tasting the product. They will then put those guesses to the test and make the dishes to see how close they were. Phase two will feature reaction-style videos where partners react to product pre-reviews from their comments.
The campaign may also include paid social promoting, including audio and video ads, display banners and interactive formats across Snapchat, Spotify, TikTok and YouTube. For a social giveaway, consumers can submit their pre-reviews of the product on YouCanAlreadyTasteIt.com for a probability to win a 12 months’s supply of the product.
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