Heinz introduces Heinz Finder
By Derek Winkler
Kraft Heinz has begun a promotion for its Heinz ketchup brand called the “Heinz Finder.” The initiative makes use of image recognition technology from Google that will identify, from a photograph of a Heinz bottle, nearby restaurants that serve Heinz ketchup and link to directions. The promotion is debuting in Canada and will later roll out to three other markets. The service is being promoted with a digital out-of-home campaign in major urban areas in Ontario, Albera and British Columbia. The creative incorporates QR codes that can be also be scanned to find Heinz-serving restaurants. The campaign also includes social media content and influencer activies. The campaign was developed by Gut Toronto, with media work by Carat and public relations from Zeno Group Canada.
“This idea is the power of simplicity in action,” said Brynna Aylward, executive creative director at Gut Toronto. “People want Heinz at restaurants and restaurants want more people to come in. This hack connects the two, repurposing existing technology creatively to introduce Heinz fans to local small businesses.”