New Heinz Pickle Ketchup Launches with Exciting Digital Marketing Campaign
Experience the Flavor Before the First Bite! Dive into street interviews revealing consumer expectations of the innovative condiment before they even taste it. Get a sneak peek into the anticipated taste sensation of Heinz's latest creation.
Heinz's New Pickle Ketchup Marketing Campaign
Heinz is launching a new Pickle Ketchup in the U.S. with a comprehensive marketing strategy. The campaign aims to highlight that consumers already have a good sense of the product's taste. This information was revealed to Our Website.
The campaign by Rethink, a creative agency, features the slogan "You Can Already Taste It" and showcases images of pickles and ketchup on a burger. The aim is to show that the concept of pickle-flavored ketchup is not as unusual as it may initially seem.
The media strategy for the campaign includes digital video, out-of-home (OOH) ads in New York City and Chicago, creator content on TikTok and Instagram, and paid social media promotions. Videos styled as street interviews capture New Yorkers expressing their positive opinions about the product, even without having tried it yet.
New Campaign by Kraft Heinz
Kraft Heinz has been working on consolidating its Heinz-branded products under the "It Has to be Heinz" brand umbrella. This umbrella aims to capture the strong emotional connection that consumers have with the brand. The brand has launched various campaigns highlighting consumers' love for Heinz ketchup and their preference to wait for it before starting their meal. Additionally, Kraft Heinz has taken a stand against overly spicy foods, emphasizing the importance of Heinz products in the eating experience. The latest campaign, "You Can Already Taste It," continues in this direction.
Heinz announced Pickle Ketchup last year, a condiment that combines the flavors of two of its well-known products. The company's founder, Henry J. Heinz, was once dubbed the "Pickle King" due to owning the largest pickle company in the United States. The condiments and sauces segment of Kraft Heinz is its largest globally, with net sales reaching $8.9 billion in 2023, according to Statista.
As part of the campaign, an online video featured a "No Taste, Taste Test" where consumers in New York City were asked to guess the taste of Heinz Pickle Ketchup without trying it. Responses varied from describing it as "magic" to "sweet, savory, and zesty" to "the best of all worlds."
Outdoor billboards in New York City and Chicago showcase mouthwatering burger images with ketchup and pickles, accompanied by catchy headlines like, “You can almost taste it, can’t you?” These billboards can be seen in high-traffic areas such as Coney Island, Times Square, Yankee Stadium, and Wrigley Field.
The brand has launched a creator campaign on Instagram and TikTok, consisting of two phases. In the first phase, creators will guess what the Pickle Ketchup pairs best with, without trying it. They will then test their guesses by making dishes to see how accurate they were. In phase two, partners will react to pre-reviews of the product in a series of videos.
In addition to the creator campaign, the brand will utilize paid social advertising on platforms such as Snapchat, Spotify, TikTok, and YouTube. The advertising will include audio and video ads, display banners, and interactive formats. Consumers can also participate in a social giveaway by sharing their pre-reviews of the product on YouCanAlreadyTasteIt.com for a chance to win a year's supply of the product.
Editor's P/S:
Heinz's "You Can Already Taste It" campaign effectively leverages the power of suggestion to generate excitement for their Pickle Ketchup. By showcasing the familiar flavors of pickles and ketchup, the campaign subtly taps into consumers' subconscious, making the taste of the product seem almost tangible. The campaign's use of street interviews and creator content further adds authenticity and credibility, building anticipation for the actual product launch.
Kraft Heinz's consolidation of its Heinz-branded products under the "It Has to be Heinz" umbrella aligns with the company's goal of strengthening the emotional connection with consumers. The emphasis on the quality and heritage of Heinz products resonates with consumers who value reliability and familiarity in their food choices. The launch of Pickle Ketchup, which draws inspiration from Heinz's pickle-making legacy, further solidifies the brand's position as a trusted provider of condiments and sauces.
