Slowmaster 57 turns the science behind Heinz's slowness into a fun and interactive piece of promotional material that champion's the last ketchup to reach the bottom of the ramp. It goes without saying that that's Heinz ketchup, which is notorious for pouring extremely slowly.

It successfully communicates what the brand stands for in terms of ketchup quality – that thick, rich, and therefore, slow ketchup is the true winner in the race for quality in the condiment category.

With this simple, yet innovative display of intentional slowness, the brand enables its customers to test Heinz's quality for themselves.

The UAE is known for fast sports cars and speed. It's no surprise that the Formula 1 Grand Prix event in Abu Dhabi is one of the most popular occasions amongst its residents. People love the adrenaline, the rush, and the excitement of the occasion. So, while everyone was talking about speed during this season, Heinz saw it was the perfect opportunity to go in the opposite direction – quite literally – by talking about Heinz ketchup's slowness with the Slowmaster 57. The game acts as a hands-on display of Heinz's superior quality, educating their audience while entertaining them too.

Ketchup lovers love Heinz, but hate the fact that it takes forever to pour out of the bottle.

Yes, everyone knows that Heinz is slow. But what many don't know is that Heinz's slowness is only proof of its superior formula and quality ingredients.

But preaching this to the public with an educational campaign wasn't going to cut it. We had to send the message – Heinz style. We wanted people to appreciate Heinz's slowness themselves. So we turned it into a fun game in which the winner is actually the loser a.k.a the slowest on the ramp.

Through this campaign, we aimed to raise awareness on Heinz's quality. It's essentially a superiority campaigned packaged as a game.

We launched the Slowmaster 57 online during the final Formula 1 Grand Prix in Abu Dhabi with our very own live race on YouTube – the slowest race – with a regionally relevant influencer to host and commentate on the race.

Prior to our race, we also championed slowness on the actual F1 track via YouTube bumpers that cheered on the slowest races on the track during the actual F1 races.

We also created an 80's style toy commercial that informed the public about the purpose behind Slowmaster 57 in a playful manner.

Shortly after the launch, we placed Slowmaster 57 across the shelves of locally-famous gaming cafe – The Hive. Hundreds of boxes made sold. Thousands of ketchup lovers are now more tolerant and appreciative of Heinz's slowness.

Impressions: 31.4M

Reach: 6.7M

Engagement Rate: 40%

Increase in followers: +20.4%

We designed the Slowmaster 57 to to an exact replica of the Quantifier – the standard quality testing mechanism that is practiced in every Heinz factory in the world to ensure that Heinz ketchup flows at a speed of no faster than 0.028 miles per hour. This amount of slowness qualifies as rich, thick, and quality ketchup.

Players simply pour Heinz ketchup on one side of the ramp, and a competitor ketchup on the other. The slowest ketchup on the ramp wins. Naturally, it has to be Heinz.

Slowmaster 57 is all about bringing the science behind Heinz's slowness to the table in a fun, yet educational manner.