Design > Communication Design
HEINZ KETCHUP PUZZLE
RETHINK, Toronto / KRAFT HEINZ CANADA / 2020
Awards:
Overview
Credits
Overview
Background
For 150 years, Heinz has been synonymous with ketchup. Their slow pouring sauce is famous the world over. In 2020, in the midst of a global pandemic, many brand messaging centered around safety, reassurance, history, and dependability. Heinz Ketchup didn’t want to say something to consumers, they wanted to give consumers something to do - and create an experience that brought consumers joy while they were stuck in their homes. Heinz designed a promotional item that garnered global attention and engaged consumers in a way that could only be from Heinz ketchup.
Describe the creative idea
We scoured the internet and noticed search traffic for puzzles was up 112%. Luckily for us, this insight matched perfectly with the one and only iconically slow ketchup.
So, we decided to design a one of a kind puzzle that would become one of the hardest and slowest puzzles to complete. Introducing The Heinz Ketchup Puzzle. Instead of the typical image or design, our puzzle was red - all red - all in the Heinz pantone of red. The puzzle was made in 570 pieces – a nod to our famous 57 varieties – and with custom shapes including ones made to look like a Heinz “H”. The entire product was custom designed from the box, the packaging, and the puzzle itself.
Describe the execution
The puzzle was designed and manufactured locally due to supply-chain limitations from Covid-19. Once completed, we launched in social, the campaign engaged consumers in over 17 countries, offering them a chance to win a puzzle. A select number of puzzles were produced and shipped to the winners around the world.
In addition, video content cemented the idea with consumers and drew global media attention. Puzzles were also shipped to influencers to further the earned potential in the press.
After receiving their puzzles, consumers were encouraged to complete and post their puzzle to social content, flooding our social channels with user generated content that further drove the brand experience online.
The puzzle went on general sale to the public and sold out within days. Launched again for the holidays, it sold out again. Heinz signed a licensing agreement with a toy manufacturer to make the puzzle a permanent item at retail.
List the results
The puzzle was an instant hit, appealing to consumers across all 17 countries and generating buzz worldwide. It received over 1,000 pieces of earned coverage, and 1.25 billion earned impressions, resulting in $22,439,959 in earned publicity. Notable programs such as The Today Show, ABC World News, and The Tonight Show were among the many to pick it up.
The puzzle was sought after by people around the world, including celebrities like Jimmy Fallon who asked for a physical copy (and received it). In addition the puzzle was so popular that it started to appear on second had trading sites like Ebay, selling for over $100.
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