The eggs and the bacon of the classic American breakfasts can be accompanied with Kétchup, an idea that many consumers may seem risky but that Heinz It is promoting with a multimedia campaign that seeks to bring its seasoning to the country’s tables.
“Heinz Breakfast Ketchup” Explore a social debate around whether the ketchup, a sauce that usually adorns food and dinner dishes, fits at the time of breakfast. In this sense, the campaign. worked by the agency Wieden+Kennedy New Yorkreinforces Heinz as a classic, while raising it as an adequate option for any time of the day.
Under the motto “If it’s breakfast, it has to be heinz”, The brand has deployed a series of actions in different channels that appeal not only to those consumers who already include ketchup in their breakfasts, but in those who have not considered the possibility of doing so.
“Kétchup is for breakfast and all the test you need is here”, Has published the brand on Instagram next to the image of a graph that indicates the intersection between Heinz Kétchup lovers and breakfast lovers.
Among other things, the campaign includes a spot that shows Kétchup spilling on usual breakfast ingredients. The scene happens to the rhythm of the classic song “At Let”, by Etta James, in an allusion, perhaps, at the late admission of Heinz that his seasoning can have a presence in this moment of consumption.
As collected Little Black Bookthe campaign includes another series of actions, such as a collaboration with The New York Times To include a “Playable” announcement imitating the popular Wordle game; o Publications on the social network Reddit, where much of the debate about the presence of Kétchup occurs at breakfast.
Likewise, Heinz’s marketing initiative created a Limited edition of Salsa bottles with the traditional shape of a syrup bottle, Condition that usually accompanies the pancakes or gofres of breakfast. As reported Adagethese bottles will be present in 100 restaurants of the Waffle House chain and in 50 establishments in Florida, Dalas, New York, Chicago and Los Angeles.
The bottle is precisely the protagonist of the collaborations with Influencers and content creators They are also part of the strategy. For example, humorist Gil Ozeri explains in a publication how he uses sauce in his breakfasts.
Likewise, the spice bottle is also present in the outdoor advertising campaign that Heinz has activated in the medium outfront supports. Specifically, the graphs have been activated in subway stations in New York with the intention of capturing the attention of those who use public transport early in the morning.
“Go to any restaurant or cafeteria in the United States and you will almost surely find a bottle of ketchup on the table. Even so, the question of whether the ketchup belongs to breakfast continues to discuss“said Jamie Mack, associate director of brand communication of Heinz United States, as collected by the aforementioned medium.”Our new campaign is designed to celebrate fans who already know how great Heinz is for breakfast, educating detractors about why it is perfect for any bite and arouse the curiosity of those who have not yet considered this combination”
From the agency they point out that the idea arises after analyzing the conversation of users on social networks. “The campaign is designed to take advantage of the debate and expand the expectations of the people beyond the traditional occasions of Kétchup consumption, and encourage people to consume more Heinz with a polarizing, but common idea: Kétchup for breakfast ”Joe Bae, Senior Brand Strategyist at Wieden+Kennedy commented.
