This work is relevant for the Media subcategory of Cannes Lions because it showcases an innovative approach to combat ketchup fraud by leveraging a unique label design and social media to reach a wide audience. The campaign strategically utilized multiple touchpoints, such as bottle labels, social media posts, and an Instagram filter, to engage consumers and create a buzz around Heinz's commitment to quality and authenticity. The media strategy successfully amplified the campaign's message and impact, driving behavioral change in street food restaurants and boosting the brand's perception among consumers.

Situation:

In Turkey, many street food restaurants were refilling empty Heinz ketchup bottles with lesser quality ketchup to attract customers, resulting in widespread ketchup fraud. This practice damaged Heinz's brand reputation and consumers' trust in the authenticity of the product.

Brief:

To create a campaign that would raise awareness of ketchup fraud, protect Heinz's brand integrity, and provide a solution to help consumers easily identify genuine Heinz Tomato Ketchup.

Objectives:

• Develop an innovative and engaging solution to tackle ketchup fraud.

• Improve brand perception and consumer trust in Heinz.

• Increase the usage of genuine Heinz Tomato Ketchup in street food restaurants.

Media Insight:

Consumers are active on social media, making it an ideal platform to raise awareness and engage users in the fight against ketchup fraud.By leveraging the power of social media and the visual appeal of the unique label design, the campaign could reach a broad audience

Research and Data Gathering:

We found that ketchup fraud was rampant in the street food restaurant industry. To address this issue, we conducted research on Heinz Tomato Ketchup's unique color and developed a strategy that capitalized on its visual distinctiveness to help consumers recognize genuine Heinz ketchup.

Creative Idea:

The campaign "Is That Heinz?" focused on creating a label of truth for ketchup lovers by adding the exact Pantone shade of red to the edge of the label. This allowed customers to easily compare the ketchup inside the bottle with the label's edge color, eliminating any doubt about the product's authenticity.

Insights:

Consumers value authenticity and quality in food choices, so a campaign using social media and a visually distinctive label design could engage users and encourage street food restaurants to stop ketchup fraud, improving Heinz's brand perception and increasing usage of genuine Heinz Tomato Ketchup.

Target Audience:

The primary target audience for this campaign included consumers who value authenticity and quality in their food choices, specifically Heinz Tomato Ketchup lovers. Additionally, the campaign targeted street food restaurants, emphasizing the importance of serving genuine Heinz ketchup to their customers.

Media Planning:

The media strategy focused on using social media platforms, particularly Instagram, to maximize reach and engagement. By launching the campaign with images and an Instagram filter, the team captured users' attention and encouraged interaction.

Approach:

The approach involved raising awareness about ketchup fraud and providing a solution for consumers to easily identify genuine Heinz ketchup. The team distributed bottles with the new control label to various restaurants across the country, encouraging them to serve authentic Heinz ketchup. The campaign empowered consumers to become "Heinz police" by using the Instagram filter to check the ketchup color, effectively involving the audience in the fight against ketchup fraud.

Implementation:

We launched the campaign by identifying the exact Pantone shade of Heinz Tomato Ketchup and incorporating it into the bottle's label design, then distributed the bottles with the new control label to various street food restaurants across the country.

Media Channels and Integration:

The campaign focused on social media, particularly Instagram, to drive engagement and reach. Images of fake Heinz Ketchup served at restaurants were posted, along with the question "Is That Heinz?". Additionally, an Instagram filter allowed users to check the ketchup color in different restaurants, turning them into Heinz police.

Timeline:

The campaign began with the distribution of new control label bottles and the launch of the Instagram filter, and involved ongoing social media promotion to encourage users to identify authentic Heinz ketchup.

Scale:

The campaign reached a national level, targeting street food restaurants and consumers across Turkey. The use of social media allowed for widespread awareness.

The average mealtime in Turkey is 1 hour and 58 minutes, during which consumers engage with the Heinz brand through redesigned bottles and discussions about its authenticity.

Proof of engagement: The campaign generated considerable social media interaction, including 800k likes, 100k organic shares, 2k tweets, and over 30 mentioned articles.

Owned media results: Despite no media budget, the campaign leveraged organic reach and engagement through social media platforms and influencer collaborations.

Earned media results: The innovative approach of the campaign garnered significant attention, with an estimated earned media value of $2.6 million.

Consumer loyalty: The campaign strengthened consumer loyalty by addressing the issue of counterfeit ketchup and providing a clear means to identify genuine Heinz products.

Brand perception: The "Is that Heinz?" campaign reinforced the brand's reputation for quality and authenticity, positioning Heinz as the preferred choice for ketchup among food enthusiasts and street food restaurants in Turkey.

Turkey has a rich culinary culture with a wide variety of street food restaurants that offer a diverse range of dishes, attracting both locals and tourists. In this context, the use of high-quality ingredients, including condiments like ketchup, is essential for maintaining the reputation and authenticity of these establishments.

In Turkish culture, hospitality and customer satisfaction are highly valued. By refilling Heinz bottles with lesser quality ketchup, restaurant owners were attempting to satisfy customer preferences for the brand while cutting costs. The "Is That Heinz?" campaign resonated with the Turkish audience, as it tackled a culturally relevant issue and empowered customers to make informed choices while dining out. Also it is to mention that the culture amongst restaurants in Turkey, favors freebies given by providers. Thus the freebie bottles given by Heinz also improved relations while empowering authenticity of the brand and the restaurant.