Heinz Unveils “The Wait” Campaign: A Celebration of True Ketchup Love
Dive Brief:
In a testament to consumers’ unwavering affection for its iconic condiment, Heinz embarks on a global campaign titled “The Wait.” Spanning across diverse regions, including the United States, Canada, the United Kingdom, Chile, France, Brazil, and the United Arab Emirates, this campaign captures the remarkable lengths consumers are willing to go to experience the distinctive flavor of Heinz ketchup.
Conceived in partnership with Chilean creative agency 1984, “The Wait” presents captivating visuals of diners patiently awaiting their meals, anticipating the arrival of the brand’s iconic red bottle. The campaign’s comprehensive media strategy encompasses film, print, digital, and contextual out-of-home elements, ensuring maximum reach and engagement with consumers.
A global Toluna survey involving 2,706 consumers provided the inspiration for “The Wait.” The survey revealed a resounding endorsement of Heinz ketchup, with over two-thirds of diners expressing their preference to delay their meals rather than go without ketchup. Remarkably, an overwhelming majority (55%) indicated their willingness to wait even longer specifically for Heinz ketchup.
Dive Insight:
With “The Wait,” Heinz unveils its most extensive global marketing campaign since unifying its creative strategy under one platform. The campaign delves into the core theme of the platform, emphasizing consumers’ “irrational love” for Heinz products. It focuses on those willing to wait extended periods, particularly the dedicated aficionados who would wait up to ten minutes for their beloved condiment before starting their meal.
George Buneder, CMO for Hispanic markets at The Kraft Heinz Company, eloquently captures the essence of the campaign: “Nothing says ‘true love waits’ like a hungry diner willing to hold off eating until their ketchup arrives. It’s this simple, yet very real insight that inspired our latest campaign ‘The Wait’.”
By observing real-life behaviors and translating insights into entertaining content, Heinz celebrates the remarkable, sometimes inexplicable affection its fans have for the brand. Ironically, the absence of the Heinz Tomato Ketchup bottle becomes the defining element of the campaign, making Heinz the unsung hero of its own narrative.
The campaign’s creative execution and production were skillfully orchestrated by Chilean agency 1984, with Carat handling paid media and Zeno Group managing North American PR. The creative team ingeniously portrays waiting as an act of love performed by generally impatient consumers, as explained by Felipe Manalich, founder and chief creative officer at 1984.
The campaign’s titular wait, endured by condiment-deprived diners, is depicted in engaging 15-second spots. The media strategy also incorporates a contextual out-of-home approach, strategically placing digital advertisements in locations where consumers are already waiting, such as office lobbies, elevators, and street furniture, in select markets.
Heinz’s unified global brand platform, “It Has To Be Heinz,” was first introduced in June 2023. Since then, the platform has served as the foundation for various campaigns, including collaborations with viral stars to promote limited-time sauces and a stance against excessively spicy foods. Notably, Heinz released a limited-edition sauce, “Ketchup and Seemingly Ranch,” inspired by a viral tweet about Taylor Swift’s condiment preferences at a Kansas City Chiefs football game.
Conclusion:
Heinz’s “The Wait” campaign is a testament to the enduring power of consumer loyalty and the brand’s unwavering commitment to delivering exceptional condiments. Through a combination of captivating storytelling, creative visuals, and strategic media placements, the campaign successfully captures the essence of Heinz’s global appeal. It celebrates the unique bond between consumers and the iconic ketchup brand, solidifying Heinz’s position as a beloved household staple.