Insight
Through social listening, we discovered a new and unexpectedly niche use of Heinz – long-distance runners were replacing their expensive and gross running gels with Heinz ketchup packets. But, for Heinz-lovers out on a run, it can be difficult to know where to find ketchup packets in a pinch. And for irrationally-obsessed Heinz fans, whether at home or out on a run, It Has To Be Heinz.
Objective
Tapping into unique running behaviors, and runners favorite social media platforms, Heinz aimed to help runners find their favorite ketchup packets on a shoestring budget of just $18k USD.
Idea
So, we dropped Heinz keystone-shaped routes, marking restaurants that carry our packets in the world's biggest running apps so runners can always find their favorite ketchup.
Execution
Run on Heinz launched on Strava, MapMyRun, Instagram and TikTok on November 2, 2023.
At the height of the running season, we released maps in six major running cities across North America: New York City, Vancouver, Toronto, Pittsburgh, Chicago, and San Francisco.
To create the routes, we collected and analyzed openly available runner, and city data – along with data and locations from the Heinz Away From Home team. With the help of specialized GIS mapping software, we utilized existing infrastructure to draw a series of Heinz keystone-shaped routes in each city. We marked the routes with Heinz-partnered restaurant locations so runners can stop to get free Heinz ketchup packets.
Keystone-shaped maps were available for free on Strava and MapMyRun, the world’s biggest running apps, with over 160 million active users.
Results
Runners ran with our idea, running routes to find Heinz packets (and a post-run snack) at partnered restaurants. We earned international coverage in news and running trade publications like The New York Times, Runner’s World, Daily Mail, USA Today, Men’s Journal, and ESPN.
International runners joined us and made their own keystone routes, and other brands like Chipotle and Gerber were inspired to get in on the fun. After tapping into unique running behaviors, we helped runners find their favorite packets. Because when you’re running on ketchup, It Has to be Heinz.
● 1500 runners participated
● 179% increase to social engagement ● $18K USD Budget
● 672 Million earned media impressions
