Heinz engineers consumer campaign to get its ketchup into restaurants 

Heinz encourages diners in the US to use their tips to tell restaurants to serve its ketchup

According to Heinz, three in four North Americans prefer Heinz Ketchup when eating out, even describing a restaurant experience without Heinz as a ‘disappointment’. To rectify this, the brand created Tip for Heinz, a campaign that encourages the American public to have their say on the matter to avoid condiment consternation in the future.

Partnering with agency Mischief @ No Fixed Address, the initiative ran from 30 November to 21 December 2022 and called upon Americans to add a ‘$1 tip for Heinz’ to any bill in a restaurant that lacked the brand’s ketchup. 

People were then asked to take a picture of the receipt and either submit it to www.tipforheinz.com or upload it to Instagram with hashtags #TipForHeinz or #sweepstakes. Once reviewed, Heinz would then pick up the $1 tip plus the restaurant tip (up to $20), with a few lucky customers even getting their entire bill paid for by the brand.

Heinz put down $125,000 worth of tips to reimburse throughout the campaign and also handed out a year’s supply worth of ketchup to the first 10 restaurants who made the switch to Heinz Ketchup. 

The campaign was promoted through OOH billboards in New York and Chicago alongside social posts on Instagram and TikTok. 

Contagious Insight 

Wins all around / Tip for Heinz is a great portrayal of a B2B initiative effectively executed through a B2C influence. In order to generate exposure and establish sufficient attention from restaurants to swap out competitors for Heinz Ketchup, the brand creatively recruited the public by encouraging them to voice its message in a fun and engaging way. It’s a win-win approach that connects with customers, who get their tips paid for, and entices restaurants that switch with a free year’s supply of ketchup. Meanwhile, Heinz gains public exposure on social media and raises its profile in the restaurant industry, reminding food outlets of the esteem in which the sauce is held – as with Draw Ketchup, this campaign neatly underlines that when it comes to sauce, ‘Heinz is ketchup’.

Let the people decide / As demonstrated by campaigns such as Heinz Hidden Spots and the aforementioned Draw Ketchup, Heinz excels at getting people involved to have some fun – and Tip for Heinz is no exception. The campaign is a light-hearted, social media-friendly idea that generates engagement with an easy-to-claim incentive – one that allows people to feel good about themselves by tipping a restaurant, and update their followers where they’ve just eaten. It’s a clever tactic, one that also effortlessly harnesses the opinion of the people that matter (diners) to showcase Heinz’s superiority over its generic competitors. And by teasing an improved customer experience for restaurants – if only they switched to this more superior condiment – the campaign elevates the product value (ahem McDonald’s), and justifies its steeper cost.

This article was downloaded from the Contagious intelligence platform. If you are not yet a member and would like access to 11,000+ campaigns, trends and interviews, email [email protected] or visit contagious.com to learn more.