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Heinz readies Cold Ketchup campaign

Kraft Heinz is preparing a promotion for a new product called Heinz Cold Ketchup. Beginning May 25, the company will give away a number limited-edition bottles of the product with temperature-activated labels via social media. The label turns blue when cold for consumers who prefer chilled ketchup. The promotion also includes an online video produced in the style of a beer commercial to emphasize the element of cold. In addition, out-of-home advertising will run at Yonge-Dundas Square in Toronto. Influencer activities will also be included. The campaign was developed by Rethink, with media work by Carat, social media work by The Kitchen and public and influencer relations by Middle Child.

“While beer ads typically dominate the summer months, Heinz ketchup is on nearly every patio and as the most recognizable glass bottle, we saw a natural opportunity to own patio season by taking tropes from beer ads in a clever, iconic Heinz way,” said Jacqueline Chao, senior brand manager at Kraft Heinz. “We are consumer obsessed, which means putting creativity and culture at the forefront of everything we do coming out of the Kraft Heinz transformation. In this case, we are leaning into this relevant, cultural debate and providing consumers the tools to participate and decide for themselves.”

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