- Kraft Heinz launched a recent campaign centered around restaurants filling Heinz ketchup bottles with product from other ketchup brands, in line with information shared with Marketing Dive.
- “Ketchup Fraud” was inspired by a Snapchat post of a restaurant employee refilling a Heinz bottle with a generic brand. As a part of the trouble, Heinz is encouraging consumers to tag restaurants caught doing the identical on the brand’s Instagram page, with probably the most tagged restaurant said to listen to from Heinz.
- The campaign, developed by Rethink, will see out-of-home activations in New York and Chicago together with social media, newspaper and magazine promoting.
Heinz goes after counterfeits in its latest campaign with a purpose to play into its long-standing brand identity, “It Has To Be Heinz.” As considered one of America’s hottest ketchup brands, it could be present in many eateries across the country. However, a social media trend reveals that many restaurants reuse bottles, filling them back up with generic ketchup.
The practice of filling Heinz bottles with a generic product isn’t recent, with chicken chain Nando’s finding itself in hot water after a social media post accused the brand of using fake Heinz in 2016, eventually leading a brand spokesperson to make clear they only use Heinz. For the “Ketchup Fraud,” campaign, nonetheless, Heinz is willing to work with those that are accused of doing the identical, offering an answer designed around helping consumers get the ketchup they need while also supporting local businesses, per release details. The brand’s latest move could more strongly tie back to its “It Has To Be Heinz” ethos.
“It’s an actual behavior that we noticed everywhere in the world and desired to bring to light. It shows just how much weight the Heinz brand carries and the way much even just the bottle speaks to quality,” said Mike Dubrick, chief creative officer and partner for Rethink in a press statement.
Along with encouraging consumers to tag restaurants on the Heinz Instagram page, the brand can even run promoted polls on the platform meant to encourage engagement. Others who had a hand within the campaign include Starcom’s Publicis 57, which is handling U.S. media, and Zeno, which is handling public relations.
The campaign isn’t the primary of its nature from Heinz. The brand undertook the same activation in November with the campaign “Tip For Heinz.” As a part of the trouble, consumers who dined at a restaurant not offering Heinz ketchup were encouraged to go away an additional $1 “Tip for Heinz,” on their receipt, with those that shared it on social media having the prospect to win a gratuity reimbursement. Heinz also offered a free year-long supply of ketchup to the primary 10 restaurants that switched to the brand.
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