new campaign idea for heinz
On the back of Heinz’s ‘is that Heinz?’ Wunderman-Thompson campaign, which spotlighted the ‘ketchup fraud’ spreading over Turkey’s food establishments - businesses are replacing empty Heinz bottles with different ketchup. They really do judge this book by its cover. Justice for Heinz. Heinz proceeded to release the Pantone colour of their scarlett sauce, to let customers know for themselves if they were getting the real deal. A clever marketing move to position themselves on the side of the customers, sharing ‘secret’ information with them.
I began thinking about Heinz’s campaigns throughout the years, and inevitably, various campaign models began to manifest themselves. What makes a brand quintessentially them; for Heinz it is just that - Heinz. Everybody knows who they are, but the conversation that desperately proceeds their notoriety is the MAYO vs KETCHUP debate. Customer engagement functions to gain traction and build momentum when establishing a branding campaign. So, in this realm of empathy with global customers, (thinking big here), I began thinking of alliterative phrases that could be easily social-media-able - HEINZ halo - “Where’s your HEINZ halo?”. Bear with me.
Most people apply their chosen sauce in a round puddle, somewhere nestled in the gaps of whatever appropriate sustenance is piled up on their plate, they’re already halfway there. A #HEINZhalo would be in the form of a ring (shock) over or on top of their food (reminiscent of of photography from Norman’s cafe, London), casting their vote on the age-old mayo/chup dispute.
As fantastical as this seems, I imagine this campaign to be in the form of video, with a top down view of an eclectic mix of foods (the more controversial the better). Some clever, snarky audio-copy would overlay the short advertisement, and a CTA would be issued with a promotion on selected products for the campaign.
I’d love to develop a full thought out campaign for HEINZ, and flesh out some creative ideas when it comes to formalities of copy - i’m more broadly fascinated by food product advertisement, and am constantly learning more about this industry.
