For over 150 years, Heinz has been the definitive ketchup. It’s best known for its distinct red colour, iconic glass bottle and signature slow pour. And since its beginning, Heinz has championed slowness and the notion that good things come to those who wait.

But when we look around at the world we live in today, it’s anything but slow. People want things fast and will do anything to avoid a wait. They revere Amazon Prime, live for Uber Eats, and even the ads we watch are getting shorter and shorter.

Our objective was to reinforce brand love for Heinz by helping the world’s slowest ketchup stand out in our speed obsessed culture.

The world’s slowest ketchup was on a mission to prove that the best things are always worth the wait. And we set out to do it where it would stand out the most - during the earth-rattling speed of a NASCAR race. Just as fans were settling in with their race day meal, we’d air a first of its kind 0.57 second TV ad that went by in a flash. The catch? The only way to enjoy it was to slow it down. Slowing it down revealed a full 30 second spot, featuring a mouthwatering slow ketchup pour, plus a hidden DoorDash coupon that let them order the perfect meal to pair with Heinz.

As the thick, rich sauce that’s famously slow to pour, Heinz has long been rewarding those who take it slow. But these days, the whole world is obsessed with speed, and people will do anything to avoid a wait. To remind people of the power of slow, we aired the world’s first-ever 0.57 second long ad, which could only be understood in slow motion. We asked a speed-obsessed world to finally slow down, ultimately reinforcing the power of Heinz and the idea that good things come to those who wait.

As the world’s slowest ketchup, we ran a 0.57 second broadcast ad that could only be watched in slow motion. We launched on TV during the epitome of speed – a NASCAR race. The ad went by in a flash of red, with viewers only just able to make out a hint of a Heinz Ketchup bottle. But if they slowed it down it revealed a full, 30 second ad – with a DoorDash code.

We used digital amplification and influencers to share the 0.57 spot. Those who missed it had a second chance to slow things down on Instagram, Facebook, TikTok or our website, which showed our spot at 4 different speeds. It was a race to go slow - and Heinz rewarded those who rose to the challenge with a hidden DoorDash code.

Our campaign was an overnight success, garnering coverage from AdAge, Design Taxi, Smartbrief and The Drum. We received 40M total impressions, doubled CTR benchmarks, and increased website traffic on Heinz.com by 164%. With countless people flocking to our website to slow down the ad, we were able to sell-out our DoorDash promo in record speed. Most significantly, we saw a 10% increase in purchase intent. And we did it all in only 0.57 seconds.