Kraft Heinz begins Vintage Drip promotion
By Adnews Staff
Kraft Heinz has begun a North American promotion for its Heinz Ketchup product line called “Heinz Vintage Drip” in collaboration with online resale company ThredUp. During the promotion, ThredUp will sell 157 pieces of secondhand clothing, each marked with a ketchup stain. Proceeds from the sales will be donated to charitable organization Rise Against Hunger. Additional items will go on sale on Sept. 13. The promotion is being supported with social media activities.
“While Heinz is recognized globally for its iconic glass bottle, keystone and slow-pouring ketchup, we saw an opportunity to view the stain we've been leaving on clothes as another iconic brand symbol and change the narrative from a stain to a statement,” said Alyssa Cicero, manager of brand communications for Heinz. “This collection is about sustainably celebrating the character Heinz ketchup stains add to apparel, inviting our fans to embrace a new iconic symbol.”