- Heinz is ensuring fans never run out of ketchup this Super Bowl with the KegChup, a novelty keg filled with the condiment, in response to information shared with Marketing Dive.
- The concept for the product was teased on Instagram last 12 months, generating almost one million views and hundreds of interactions. In line with that initial success, fans will have the opportunity to win a KegChup via the brand’s Instagram.
- The KegChup is dropping just weeks before Super Bowl LX on Sunday, Feb. 8. With the value of promoting in the course of the game hitting record highs, advertisers are in search of ways to have interaction with consumers across the event without breaking the bank.
Heinz is hoping to make ketchup as vital as beer for the Super Bowl with the KegChup, a 19.5-inch keg which dispenses 114 ounces of the condiment. The keg plays on NielsenIQ data showing that 84% of consumers make their very own game day snacks and that the large game is the second-largest food holiday of the 12 months. The KegChup is supposed to make sure consumers don’t run out of ketchup and potentially spoil their watch party.
The concept, production and social media efforts for the KegChup were developed by Kraft Heinz’s internal agency, The Kitchen. PR was handled by the Zeno Group. If consumers want the product in time for the Super Bowl, they will enter to win one on social media through Jan. 29. Additionally, fans can join a listing on a dedicated website to acquire order access to the keg ahead of the beginning of the 2026 season. The contest could help to generate social media engagement while the web site will help Heinz collect invaluable first-party data.
Giveaways, novelty products, branded packaging and other initiatives provide brands with a option to engage football fans across the Super Bowl without paying the roughly $8 million price tag for an ad. Avocados From Mexico is tapping into sports betting and Super Bowl hype with the Prediction Pit, which involves a man-made intelligence-powered avatar modeled on comedian Rob Riggle. The avatar, called the Guac Guru, offers consumers live football predictions and commentary that evolves as real-world inputs shift.
Kraft Heinz’s Q3 revenue declined 2.29% 12 months over 12 months to $6.24 billion, according to an earnings call transcript. Over the course of 2025, the corporate increased promotional spending by roughly $300 million within the U.S., an executive said on the decision.
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