Campaign: Is That Heinz?
Brand: Heinz
Agency: Wunderman Thompson Turkey
Why the campaign rocks:
One of the most innovative campaigns I’ve encountered is the “Is That Heinz?” initiative. This campaign addressed the issue of “ketchup fraud,” where some restaurants refilled empty Heinz bottles with inferior ketchup, deceiving customers who believed they were enjoying authentic Heinz.
To combat this, Heinz introduced a clever solution: a label featuring a Pantone-matched red stripe that precisely matched the unique shade of Heinz ketchup. This allowed customers to compare the ketchup in their bottle to the label’s colour. If the hues didn’t match, it was a clear indication that the ketchup inside wasn’t genuine Heinz. Additionally, an Instagram filter was launched to assist consumers in verifying the authenticity of their ketchup.
What I admire about this campaign is its simplicity and effectiveness. By leveraging the brand’s iconic colour, Heinz empowered its customers to become guardians of quality, fostering a sense of trust and transparency. The results were impressive: a 73% decrease in non-Heinz ketchup refills and a 24% increase in Heinz ketchup usage in street food restaurants.