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 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.

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

Superiority has always been a brand pillar for Heinz. And over the years, the brand has launched multiple campaigns to express that slow ketchup means quality ketchup, with quality ingredients.

Our audience was primarily our fans – people who love ketchup, but hate waiting for it.

But instead of launching just another superiority campaign, we thought it would be far more informative if the information was fun to digest. Hence, we entered the gaming space and turned what was once a ketchup quality test in every Heinz factory, into a game that everyone can play.

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 now more tolerant and appreciative of Heinz's slowness.

Campaign duration: November 17/2023 – December 11/2023

Number of Slowmaster 57s produced: 1000

Sale price: 99 AED

Impressions: 31.4M

Reach: 6.7M

Engagement Rate: 40%

Increase in followers: +20.4%

Heinz Ketchup Volume Market share UAE +1% (Nov 2023 vs Dec 2023)

Heinz Ketchup Increase in sales value +32% (Nov 2023 vs Jan 2024)

Heinz Ketchup Increase in sales volume +58% (Nov 2023 vs Jan 2024)

Slowmaster 57 sold out in 3 weeks.