- Kraft Heinz’s new “Tip for Heinz” campaign urges restaurants to carry its Heinz Ketchup, per details shared with Marketing Dive. The push will include social media and out-of-home (OOH) activations.
- Through Dec. 21, consumers dining at restaurants that don’t offer its ketchup can leave an extra $1 “Tip for Heinz” on their receipt and share it online for a chance to win a gratuity reimbursement or have their bill paid in full.
- The brand is offering a free year-long supply of its ketchup to the first ten restaurants that switch to Heinz Ketchup. The move follows other playful nudges made by Kraft Heinz this year to highlight its condiment offerings.
Kraft Heinz’s push into the restaurant industry comes following company research that polled 1,372 people and found that while 77% of U.S. consumers prefer Heinz Ketchup when dining out, 44% report they feel like there’s nothing they can do to change the ketchup brand that restaurants carry. “Disappointed” was the most commonly used word by consumers when describing their feelings when a restaurant doesn’t carry Heinz Ketchup.
This year has seen Kraft Heinz unveil a slew of playful advertisements promoting its products, with its latest effort no different. In a recent example, the company created WheresTheMac.com to encourage consumers to unleash bots that engage with McDonald’s on Twitter asking that its Mac & Cheese product be added to the fast-food chain’s burgers. Now, Kraft Heinz is pledging $125,000 in pursuit of getting its ketchup in more restaurants. To participate, diners must submit their receipt via a landing page or on Twitter or Instagram with the hashtags #TipforHeinz and #sweepstakes for a chance to receive up to $20 for a gratuity reimbursement, with some chosen to have their bill paid in full.
The effort could drive positive brand sentiment, arriving at a time when consumers continue to chase in-person experiences following pandemic restrictions and restaurants battle to recoup losses from a troubling two years for the industry. The brand will promote the effort through OOH placements in Times Square and on billboards in Chicago as well as on Instagram and TikTok.
Kraft Heinz’ latest move follows others to promote its condiment products. Timed to Halloween, Heinz brought back its Tomato Blood ketchup, this year recruiting TikTok personality E.J. Marcus to play the role of a vegetarian vampire. In August, the company launched “Mayo Rituals,” a campaign that celebrates consumers who use mayonnaise in less-than-conventional ways.