‘’Is that Heinz’’ addresses a significant issue, affects both Heinz and its business partners - small street food restaurants, demonstrating a creative and innovative approach to solving a problem that impacts the authenticity and reputation of the Heinz brand, as well as the customer experience at the restaurants that serve it.

By introducing the unique control label and leveraging social media, the campaign empowers customers to identify genuine Heinz products and encourages restaurant owners to prioritize quality and authenticity. This solution fosters stronger business relationships between Heinz and its B2B partners, driving brand loyalty and promoting a positive customer experience.

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.

Data Gathering:

We identified the issue of ketchup fraud in Turkey's street food restaurants, gathering information on its prevalence and impact on consumer trust and Heinz's brand perception. We developed a campaign to address the problem in a B2B context

Target Audience:

The primary target audience for the campaign was small street food restaurants engaging in ketchup fraud, and also food lovers in Turkey who prefer Heinz Tomato Ketchup for its taste, quality, and consistency.

Approach:

Our solution was to create a control label with a Pantone-matched stripe to identify genuine Heinz ketchup. Social media raised awareness encouraging restaurants to commit to serving authentic Heinz products and fostering a sense of pride in using genuine Heinz Tomato Ketchup. This created a transparent and trustworthy relationship between Heinz and street food restaurants, emphasizing the importance of high-quality products and enhancing Heinz's B2B reputation.

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.

Sales:

The "Is That Heinz?" campaign effectively increased sales and usage of genuine Heinz Tomato Ketchup, solidifying Heinz's position in the B2B market. Over 500 restaurants purchased 95% of all available labeled bottles, showcasing their loyalty and commitment to Heinz.

Engagement:

The campaign successfully engaged street food restaurants, encouraging them to prioritize quality and authenticity by serving genuine Heinz Tomato Ketchup. This engagement led to a significant 73% decrease in the rate of refilling bottles with non-Heinz ketchup.

Reach:

The "Is That Heinz?" campaign targeted street food restaurants across Turkey, reaching over 500 restaurants through social media platforms and an Instagram filter. It resulted in over 3 million impressions and over 500 restaurants using the labeled bottles..

Achievement against Business Targets:

The campaign increased the usage rate of Heinz Tomato Ketchup in street food restaurants by 24%, strengthening Heinz's market reputation and fostering more transparent and trustworthy relationships.

Overall Budget:

6.141,74 USD

Breakdown Costs:

Is That Heinz Bottle Production 686,99 USD

Instagram Filter Production 308,83 USD

Video Production 5.147,22 USD

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.