How did a ketchup problem become a marketing campaign?

Make your customers feel heard and valued.

August 20, 2024

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Have you ever sat down at a restaurant, ready to enjoy your meal, only to realise they don’t have Heinz ketchup? It’s a small thing, but for many, it’s a big deal.

Heinz noticed this and instead of letting their fans stay disappointed, they decided to do something about it.

In Canada, Heinz launched a campaign called the “Heinz Finder.” The idea was simple- people love having Heinz at restaurants and restaurants want more customers. Using Google’s image recognition technology, Heinz created a way to connect the two. They took existing technology and used it in a new way to solve a problem for their fans while also helping local restaurants by bringing them new customers.

All you had to do was take a photo of a Heinz bottle and you would get directions to the closest spot where you could enjoy your meal with Heinz. They created a solution to a common problem that made their customers feel heard and valued.

Source: Media Canada

To spread the word, Heinz used a mix of digital ads in busy areas like Ontario, Alberta and British Columbia. Their ads were on billboards, bus stops and even shopping centres.

They also added QR codes to these ads so people could quickly scan and find Heinz-serving restaurants nearby.

On top of that, they worked with social media influencers who shared the campaign, making it a huge success.

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⚡ 3 Noteworthy News for Marketers

⬇️ Useful Prompt for Marketers

Scenario: Content Creation for SEO

Develop a list of engaging and SEO-friendly content ideas tailored for the [specific industry/niche]. The content should be designed to attract, inform and convert the target audience. Consider the following elements:

Primary and Secondary Keywords: Identify key SEO phrases that the content should target, including primary keywords for the main topic and secondary keywords for related subtopics.

Content Formats: Suggest various content formats (e.g., blog posts, case studies, videos, infographics, podcasts) that are well-suited to the industry and audience preferences.

User Intent: Ensure the content ideas align with the different stages of the customer journey (awareness, consideration, decision) and match the search intent (informational, navigational, transactional).

Competitor Gap Analysis: Identify content gaps based on competitor analysis, highlighting topics that competitors have not adequately covered or that could be approached from a unique angle.

Engagement Strategy: Propose ways to enhance content engagement, such as incorporating interactive elements, storytelling, social sharing options, and CTAs.

SEO Optimisation: Provide recommendations for optimising each content idea for search engines, including meta tags, internal linking, and keyword placement.

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ICYM previous shots

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  • Shot #128 : How to Steal the Super Bowl Spotlight without an ad spot?

  • Shot #127: This Fast Food Campaign Will Make You Believe in Honesty.

That's a wrap for today! Stay tuned for more insights in the next MarketingShot. See you next Tuesday :)