Jigsaw puzzles are shaping up to be a new trend in pandemic marketing. Earlier this week, McDonald’s announced it would be giving away 500-piece burger puzzles in Belgium. Now, Heinz Ketchup has introduced its own jigsaw—but one that’s inarguably more challenging than that of the Golden Arches.
Created out of agency Rethink, the Heinz puzzle not only has more pieces than the McD challenge—570, a nod to the ketchup’s name—all are nothing but Heinz red, with no pictorial cues to help players out.
In yet another nod to the red stuff, Heinz is billing the puzzle as “ridiculously slow,” promising to take up plenty of your time during quarantine.
The campaign is running in 17 countries around the word (Canada, the U.S., the U.K., Japan, Australia, Ireland, Sweden, Denmark, Poland, Australia, New Zealand, Japan, Brasil, Netherlands, Chile, Argentina, Czech Republic, Romania, South Korea), with 57 puzzles up for grabs in each. For a chance to win, consumers need to head over to @Heinz on Instagram and add a comment on who they’d like to finish the puzzle with.
“Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands and puzzle popularity has skyrocketed, we wanted to help pass the time by connecting the two, ” said Kraft Heinz Canada Senior Brand Manager Brian Neumann in a statement. "This puzzle is worth the patience, only this time, you can’t hold it at the perfect angle to solve it."
Update: Heinz has now made the ketchup puzzle available for purchase for $24.99 USD at heinzketchuppuzzle.com while supplies last. The company will be donating $10,700 (enough for 107,000 meals) to Feeding America, representing U.S. profits from the sales.