Heinz came up with an unconventional strategy to launch its new pickle-flavored ketchup.
"You Can Already Taste It," a campaign created by advertising agency Rethink, invites people to review the new condiment based solely on their imagination.
Heinz took to the streets to interview New Yorkers in a 30-second spot, filming their reactions as they tried to predict how Heinz Pickle Ketchup would taste.
Participants used words like "magic," "zesty," and "burgery."
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The imaginative approach banks on the collective experience of eating pickles and ketchup on a burger.
"After seeing fans describe what they thought our new pickle ketchup tasted like before it was even available, we were inspired to go where no brand has gone before with the first 'no taste, taste test,'" Heinz Brand Manager Lizzy Goodman said in a statement.
Heinz's Marketing Strategy
Heinz is using a variety of digital platforms to spread the word, featuring the campaign on Snapchat, Spotify, TikTok, and YouTube through audio and video ads, display banners, and interactive formats.
Additionally, Heinz is collaborating with content creators on TikTok and Instagram for a "You Can Taste It, Now Make It" challenge.
Influencers will pair the new ketchup with other food without trying it first, then share their reactions to pre-reviews from their followers.
Fans also stand a chance to win a year's supply of Heinz ketchup by posting their hypothetical reviews until July 3.
To further promote its new product, Heinz installed outdoor ads in busy locations like Wrigley Field, Yankee Stadium, Times Square, Coney Island, and New York City.
The ads feature mouthwatering pictures of burgers covered in ketchup and pickles, with catchphrases like "You just got a taste. Didn't you?"
The inventive campaign taps into customers' familiarity with the condiment brand, making a statement about Heinz ketchup's iconic status and longevity.
