Fans of traditional Heinz ketchup bottles will know that pouring the red stuff sometimes requires a little patience—something that can be lacking in today's world of instant gratification.
So the ketchup brand is asking fans to test their patience, by adding a 57 minute long loading screen to its website this week. Until Feb. 28, anyone visiting Heinz.com will find the bright red loading screen, and if they hang in there long enough they will be entered for the chance to win a Heinz Burger Kit designed for a "family burger night." This consists of a red spatula, special apron and grill mitt, napkins and plates, plus portions of Heinz Ketchup, Mustard and Sweet Relish (the burgers themselves are not included).
"We promise the 57 minute wait is worth it," said Shelly Hayden, brand manager for Heinz Ketchup, in a statement.
The promotion is the latest quirky innovation from Heinz Ketchup and Canadian agency Rethink, with Carat working on media and Colony on PR. Last May in another nod to its "57 varieties" heritage, Rethnk devised a 570 piece all-red jigsaw in a campaign. In another recent piece of work, it asked consumers to draw ketchup and then shared the results.
"We're always looking for unique and engaging ways to connect ownable brand traits with relatable consumer experiences, like the frustration of waiting for a page to load," explained Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. Mike Dubrick, managing partner, executive creative director of Rethink, added: "It's a great opportunity to gamify their corporate website and inspire consumers by using the very thing the brand is famous for."