The ‘Wiener Stampede’ ad famously first aired during the 2016 NFL Super Bowl and was an immediate high profile success.
“Heinz Tomato Ketchup is synonymous with great-tasting food and fun moments between family and friends.”
But how to translate it into a shopper setting? With no above-the-line campaign support, rising pressure from competitors and a limited budget to work with, how could we deliver the incredibly tasty message to create maximum engagement for our lead retail partner, Tesco?
“We worked with Heinz category teams to bring to life the ‘Irresistibly Tasty’ message through a fun, interactive in-store activation, integrated with social media to create brand engagement”
Our answer was to bring the iconic (and frankly adorable) Heinz Ketchup ‘sausage’ dogs to life with an innovative piece of in-store theatre for shoppers.
WHAT WE DID
Our strategy was to combine in-store theatrics with social media engagement to maximise visibility and boost the campaign at multiple levels.
We ran short-form content of the Weiner Stampede on the popular Heinz UK Facebook page to improve brand awareness
We used in-store theatre to capture the attention of shoppers, inviting them to engage with the Heinz UK Facebook page by taking a photo for the chance to win their own personalised bottle of Heinz Tomato Ketchup.
Strong reach and engagement figures showcased the power of the campaign to Tesco, while the integration of the in-store activation on social created strong brand affinity.
We created a highly successful campaign with limited budget and existing assets, delivering 100 fully branded displays in Tesco outlets across the country.
By integrating in-store activation and social media on the Heinz UK Facebook page, we strengthened brand affinity and further established Heinz as a category leader and a brand families love.