Heinz Ketchup says it is going after restaurants caught red-handed attempting to pass-off an another product as its brand.
Playing on its longstanding “It has to be Heinz” positioning, the U.S. focused “Ketchup Fraud” campaign from Rethink is using large-scale out-of-home ads in New York and Chicago, accompanied by print ads in titles including The New York Times, US Weekly, and In Touch, as well as social media. The ads recreate scenes of restaurant workers refilling a Heinz bottle with a generic substitute, accompanied by the line “Even when it isn’t Heinz, it has to be Heinz.”
Heinz North America marketing director Megan Lang said the campaign was inspired by a “simple but powerful” Snapchat in which someone was captured on camera refilling a Heinz bottle with another product. Subsequent social listening, she said, found this to be “true and widespread” behaviour.
“We thought, what better way to express our core brand belief that ‘It Has to Be Heinz’ than to simply amplify an existing consumer behaviour in a supportive and funny way?” said Lang.
Heinz is also asking consumers to tag restaurants they suspect of committing “ketchup fraud” on its Instagram page. It plans to contact the most tagged restaurants and work to a solution that “ultimately helps consumers get the ketchup that they want, while supporting these local restaurants.”
Starcom’s Publicis 57 handled U.S. media for the campaign, with Zeno on public relations.