My first project for Heinz is a digitally led campaign to get the nation cooking with Ketchup.
The problem? Heinz Tomato Ketchup is the nation’s best-loved sauce, but penetration is static.
The strategy? Get mums to use more Heinz Tomato Ketchup more often, by communicating the benefits of using the ‘only’ Ketchup as a cooking ingredient in classic homemade favourites. Because from Spaghetti Bolognese to Lasagna, Heinz Tomato Ketchup injects real tomato magic to classic homemade dishes.
The execution? An online video game that teaches mums the benefits of cooking with Ketchup, with fantastic prizes up for grabs. The competition challenges mums to discover the “secret ingredient” to classic homemade favourites.
The website at Heinz.co.uk/SecretIngredient, developed in partnership with creative production house unit9, hosts a number of interactive video recipes. The online game gives you the chance to cook-along with celebrity chef Paul Rankin, as he demonstrates how to cook the perfect recipes. Those who discover the “Secret Ingredient” are entered into a prize draw.
To create added talkability, the “Secret Ingredient” is teased within the media to entertain and intrigue mums. The campaign extends across a multitude of platforms, with Heinz.co.uk/SecretIngredient at the heart of the activity:
- A Facebook campaign at facebook.com/HeinzKetchupUK to engage fans with exclusive content and giveaways (this is Heinz’s first foray into Facebook).
- An exclusive blogger event with Paul Rankin and further blogger relations (via We are Social) to create buzz within social spaces.
- Heavyweight shopper marketing to disrupt shoppers in-store and online.
- A partnership with Bauer which spans Magic radio, Closer magazine, and Closer online.
But it doesn’t stop there. Heinz have gone so far as to change the name on the iconic bottle, to read “Your Secret Ingredient”.
One small step for digital, one giant leap of faith for Heinz.