Heinz is on a mission to get people to lobby restaurants to serve its ketchup, by adding a $1 tip to their check.
In a new campaign created via Mischief, customers are encouraged to add an extra $1 ‘Tip for Heinz’ to their receipt between now and Dec. 21, share a photo of the receipt on Instagram with #TipforHeinz and #sweepstakes or submit directly to www.tipforheinz.com for full gratuity reimbursement up to $20. There's also a sweepstakes element, where Heinz will pick up the full tab for some cutsomers. The brand is committing a total of $125,000 to cover these gratuities and meals.
Heinz is offering to provide a free year’s supply of ketchup to the first ten restaurant locations that take the "tip" and opt for its ketchup. And the campaign will be supproted by large-scale out-of-home placements in Times Square and via billboards in Chicago. People will also be encouraged through Instagram and TikTok. Starcom Publicis 57 maanged media for the camapign, while Kitchen worked on social media and Zeno Group on PR and with influencers.
“Gone are the days of subjecting delicious foods to subpar ketchup. We support Americans who demand more from the condiments restaurants serve, and ‘Tip for Heinz’ aims to elevate fans’ voices for their preferred ketchup,” said Jacqueline Chao, senior brand manager, Heinz, in a statement.
The campaign is underlined by data from Heinz, which said that according to a recent survey it conducted polling 1,372 participants , 75% of North Americans preferred Heinz Ketchup but nearly half feel there is nothing they can do when restaurants don’t carry their favorite condiment.
“A restaurant meal out devoid of Heinz Ketchup isn’t just disappointing—it can actually ruin your experience. We’ve got the (unsurprising) data to prove it," said Raphael Franzini and Rafael Beretta, creatives behind the idea at Mischief. "But fear not. Heinz is restoring order by supplying its ketchup to lacking restaurants."