The ketchup giant is hoping the power of its fans can convince restaurants to swap out generic alternatives.
‘Tip for Heinz’ calls on the American public to add a $1 tip to Heinz and then 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 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 hand out a year’s supply of ketchup to the first 10 restaurants that swap their ketchup for Heinz.
Mischief @ No Fixed Address is behind the creative and production of the campaign, with paid media arranged by Starcom’s Publicis 57. Social media and PR were managed by Kitchen.
The campaign was based on a survey that revealed three in four North Americans prefer Heinz Ketchup when eating out, but half feel they are powerless when it’s not available.
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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