This work is highly relevant for brand experience and activation because it addresses a significant issue faced by Heinz Tomato Ketchup in Turkey, where its brand integrity was being compromised by "ketchup fraud." By introducing a simple yet effective label solution, We have not only enhanced the customer experience but also fostered brand loyalty and trust. The "Is that Heinz?" campaign empowers customers to verify the authenticity of the ketchup they are being served, which in turn elevates the overall brand experience. This creative intervention strengthens Heinz's position in the market and ensures a consistent, authentic experience for its customers.

Situation:

Heinz Tomato Ketchup is a popular choice for food lovers in Turkey, but its brand integrity was being compromised by a widespread practice of "ketchup fraud". Small Turkish street food restaurants were refilling empty Heinz bottles with lesser quality ketchup, which misled customers and damaged the brand's reputation for quality and consistency.

Brief:

We were tasked with creating a campaign to address ketchup fraud and ensuring customers could identify genuine Heinz Tomato Ketchup. The goal was to remind food lovers of Heinz's authenticity and superior quality, while also empowering them to distinguish between genuine and imitation products.

Objectives:

Develop a solution to help customers identify genuine Heinz Tomato Ketchup.

Reinforce Heinz's brand identity and commitment to quality and consistency.

Increase usage of Heinz ketchup in street food restaurants.

Reduce fraud by discouraging restaurants from refilling bottles with non-Heinz ketchup.Strengthen brand loyalty and trust among customers.

The "Is That Heinz?" campaign focuses on addressing the issue of "ketchup fraud" in Turkey, where small street food restaurants refill empty Heinz bottles with lower quality ketchup to attract customers. The inspiration for this campaign came from the fact that Heinz Tomato Ketchup has a universal, consistent, and instantly recognizable red color, which distinguishes it from other brands.

The exact red color of Heinz Tomato Ketchup is identified using the world's universal Pantone color scale and added a stripe around the label. This innovative solution allowed customers to easily compare the ketchup inside the bottle against the label's edge color, enabling them to determine the authenticity of the product.

The campaign not only empowered customers to verify the genuineness of the product, but also reinforced Heinz's brand identity and commitment to quality. This simple yet effective design solution significantly improved customer experience and helped maintain Heinz's brand integrity.

Target Audience:

The campaign focuses on food lovers in Turkey who prefer Heinz Tomato Ketchup for its taste, quality, and consistency. It also targets small street food restaurant owners and operators to avoid ketchup fraud.

Approach:

A unique control label was created that identifies the exact shade of Heinz Tomato Ketchup, using the Pantone color scale.

Customers can easily compare the ketchup inside the bottle to the label's edge color, thus determine its authenticity.

A social media campaign was launched to raise awareness about ketchup fraud and introduce the "Is That Heinz?" control label.

"Is That Heinz?" bottles were distributed to street food restaurants across Turkey, and an Instagram filter for customers to verify the ketchup color was developed.

The success of the campaign was monitored by tracking the reduction in ketchup fraud rates and the increase in Heinz ketchup usage in street food restaurants.

Implementation:

We identified the exact shade of Heinz Tomato Ketchup using the Pantone color scale and designed "Is That Heinz?" bottles with the control label. We simultaneously developed an Instagram filter as a supportive asset for customers to check the ketchup color in restaurants

Timeline:

The campaign was executed in several phases:

Research and development of the control label

Production and distribution of the "Is That Heinz?" bottles.

Supporting it at Social Media and introduce it to consumers.

Placement:

The "Is That Heinz?" campaign was launched on social media platforms, primarily focusing on Instagram to maximize engagement and reach, also gaining visibility in street food restaurants, where the control label bottles were displayed and used.

Scale:

The campaign was implemented on a national level in Turkey. Bottles with the new control label were distributed to various restaurants across the country, and the Instagram filter was made available to all customers.

Business impact: The campaign resulted in more than 500 restaurants using labeled bottles, increasing Heinz ketchup usage by 24% in street food restaurants.

Response rate: The innovative control label design resonated with restaurant owners, resulting in 95% of all "Is That Heinz?" bottles being purchased.

Impressions: The campaign generated over 3 million impressions, raising awareness about ketchup fraud and the importance of verifying the authenticity of Heinz ketchup.

Change in behavior: The campaign successfully influenced a change in behavior, with 97% of consumers being able to identify genuine Heinz ketchup and a 73% decrease in the rate of refilling Heinz bottles with non-Heinz ketchup.

Consumer awareness: The "Is That Heinz?" campaign increased consumer awareness of ketchup fraud, empowering customers to make informed choices and identify genuine Heinz products.

Brand perception: The campaign reinforced Heinz's brand identity as a high-quality, consistent, and authentic product, strengthening brand loyalty and trust among customers.

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.