In 2024, Heinz faced a double threat: rising inflation and the surging popularity of private label ketchups. As such, Gen-Z were turning away from the iconic brand. To reclaim their hearts and wallets, we needed a bold move to reignite brand love for Heinz.
After extensive social listening across X, TikTok, and Instagram, we revealed a key Heinz fan behavior.
Insight: Heinz fans carried their ketchup everywhere, in the same way Gen-Z carried the trending Emotional Support Water Bottles at all times. This wasn't just about practicality; it was a genuine expression of brand love – a craving for the comfort and familiarity that only Heinz can provide.
Strategy: Celebrate Gen-Z’s passionate devotion to Heinz by creating the first-ever Emotional Support Ketchup Bottle.
To celebrate our fans, we launched the limited edition Emotional Support Ketchup Bottles (ESKB) – a tongue-in-cheek tribute to fan devotion. Thoughtfully designed with personalized illustrated stickers, a carabiner, a convenient strap, and a custom-made silicone cap, the ESKB playfully tapped into the emotional support trend while offering an easy to use, functional accessory.
Released two weeks before Valentine’s Day – a time synonymous with emotional highs and lows – the ESKB became an instant hit.
Execution:
The ESKB launch was a triumph. All 2,000 bottles sold out in under a week—a record for Heinz. The campaign generated 271 media placements, reaching 72 million earned impressions. Organic content creator views reached 2 million, exceeding benchmarks by 508%, proving the power of the influencer partnerships and the shareability of the ESKB concept. The campaign achieved 100% positive sentiment, demonstrating its resonance with the target audience. ESKBs continue to command attention on resale platforms like eBay, selling as high as 12.5X their original retail value, a testament to the campaign's enduring impact and the coveted status of this limited-edition item.
By turning fan behavior into a celebrated cultural moment, we proved that when it comes to emotional support, it has to be Heinz.
