Heinz is calling on the power of its fans (and their tips) to convince restaurants to switch to Heinz Ketchup.
We know it, nothing beats peer recommendation when it comes to choosing a product, a service, or in this case, a place to eat. And in the latest campaign to go live for Heinz ketchup, one might say they even pumped it up a notch, reaching a level closer to “peer pressure” than the simple recommendation.
Heinz is betting on the fact that three in four North Americans prefer Heinz Ketchup when eating out, but half feel they are powerless when it’s not available.
‘Tip for Heinz’ is the food giant’s new campaign that calls on the American public to add a $1 tip to Heinz when paying for food at restaurants. The brand then asks that you take a picture of the receipt and upload it to Instagram with the hashtag #TipforHeinz and #sweepstakes or submit it on www.tipforheinz.com. Heinz will then pick up the cost of the $1 tip plus the restaurant tip, up to $20, and for a lucky few the brand will even pay the full bill.
Heinz has put aside $125,000 to hand out during the campaign, which kicks off on November 30 and runs until December 21. Heinz will also hand out a year’s supply of ketchup to the first 10 restaurants that make the switch to Heinz ketchup.
Created by Mischief @ No Fixed Address the campaign is supported by paid media arranged by Starcom’s Publicis 57 and Social media and PR managed by Kitchen.
Jacqueline Chao, senior brand manager at Heinz, said: “Gone are the days of subjecting delicious foods to subpar ketchup. We support Americans who demand more from the condiments restaurants serve, and ‘Tip for Heinz’ aims to elevate fans’ voices for their preferred ketchup.”
To promote the campaign Heinz has released a 35-second video, as well as out-of-home (OOH) ads in Times Square and billboards in Chicago.
Co-founder and chief creative officer: Greg Hahn
Partner and executive creative director: Kevin Mulroy
Partner and executive creative director: Bianca Guimaraes
Creative director: Raphael Franzini
Creative director: Rafael Beretta Calvo
Executive vice president, production: Will Dempster
Senior producer: Coleman Sweeney
Head of strategy: Jeff McCrory
Group strategy director: Nimisha Jain
President: Kerry McKibbin
Group account director: Alison Whisenant
Business manager: Lauren Tolbert
Account executive: Amanda Chau
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