Heinz faced a brand integrity issue in Turkey due to "ketchup fraud", where small street food restaurants refilled empty Heinz bottles with lower quality ketchup. The brief was to create a campaign that addressed this issue, empowered customers to identify genuine Heinz Tomato Ketchup, and encouraged restaurants to prioritize quality and authenticity. Objectives included creating a simple and effective design solution, raising awareness about ketchup fraud, and restoring customer trust in the Heinz brand. The campaign was implemented on a national level, with new control label bottles distributed to restaurants and an Instagram filter made available to all customers. The budget was not specified, but a cost-effective design solution was prioritized, with social media and digital platforms used to reach the target audience.

The "Is That Heinz?" campaign aimed to empower customers to verify the authenticity of Heinz Tomato Ketchup by introducing a unique control label featuring a Pantone-matched stripe that matched the exact shade of Heinz ketchup. The stripe was added around the existing Heinz label, maintaining brand consistency.

Brand Relevance:

The campaign reinforced the Heinz brand's commitment to quality and consistency by introducing the control label to ensure customers receive genuine Heinz products, strengthening brand loyalty and trust.

Consumers: Heinz Tomato Ketchup enthusiasts and food lovers who value authenticity and quality in the products they consume. These consumers span various demographic groups, as Heinz ketchup is a popular condiment choice for diverse Turkish food lovers.

Target Audience: The campaign aimed to encourage small street food restaurants committing ketchup-fraud, to serve genuine Heinz Tomato Ketchup, fostering a stronger business relationship between Heinz and its partners.

The campaign was designed to combat ketchup fraud in Turkey by creating a seamless design that maintained brand consistency. The campaign featured a control label with a Pantone-matched stripe reflecting the exact shade of Heinz Tomato Ketchup, which was integrated across packaging, social media, and digital platforms. The materials used for the campaign included Heinz bottle labels, consistent with the Heinz brand identity, incorporating its recognizable logo and color scheme. The campaign elements were chosen to maximize engagement and reach the target audience, including a unique control label, social media campaign, and Instagram filter. The approach was to create a simple yet effective solution to the ketchup fraud issue, resonating with customers and restaurant owners alike. The campaign was implemented on a national level in Turkey, with bottles with the new control label distributed to various restaurants across the country, and the Instagram filter made available to all customers.

The "Is That Heinz?" campaign reinforced Heinz's commitment to quality and authenticity, improving its reputation as a trustworthy brand. Through social media promotions and the Instagram filter, 97% of consumers were able to discern real Heinz ketchup from imitations. The sales of the bottles were exceptional, with more than 500 restaurants purchasing 95% of all available bottles.The campaign's reach and cultural impact were significant, raising awareness about ketchup fraud through social media promotions and the Instagram filter. The campaign effectively tackled the issue of ketchup fraud, resulting in a 73% decrease in non-Heinz ketchup refills and a 24% increase in Heinz ketchup usage in street food restaurants. Heinz's innovative design solution created trusting relationships with street food restaurants, leading to success beyond the initial brief. This positive outcome further strengthened Heinz's brand perception as a high-quality, authentic product that customers can rely on.

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.