Who are you in the ketchup on pizza controversy? Heinz, the world’s number 1 ketchup brand, is totally in favor! Thinking of those who believe that ketchup on pizza is more than a right (it’s an emergency), the brand announces the “Heinz Emergency” action.
Conceived by Agência Africa, the activation takes place in December and, for the first time, puts ketchup inside some of the most traditional Italian pizzerias in São Paulo. The objective of the initiative is to celebrate the National Day of Ketchup at Pizza.
During the action, the pizzerias Primo Basilico, Carcamano and A Pizzeria, in São Paulo, will receive emergency compartments, in keystone format, with the message ‘In case of emergency, break the glass’.
Inside, people will find Heinz ketchup, perfect for condiment lovers to enjoy along with their favorite pizza. Consumers who are in partner pizzerias on the date will be able to join in the fun and even take home a pack of Heinz. Just break the glass and post on the networks with #KetchupNaPizza, marking Heinz.
“The internet has been fighting for years for the right to use ketchup on pizza. And who better than Heinz to enter this conversation with propriety, bringing it into the physical world? We want to encourage this discussion in a light and relaxed way, because everything is better with Heinz ketchup!” explains Luana de Sá, Brand Building Manager at Heinz.
The date was created in 2018 after a close vote on Buzzfeed. Aiming to know the real opinion of consumers about the controversy, the virtual poll had more than 200 thousand votes. With 60% in favor, ketchup on pizza lovers won, so Heinz instituted December 8th as National Ketchup on Pizza Day.
Service:
Participating pizzerias
First Basil – Alameda Monteiro Gabriel da Silva, 1864 – Jardim América, São Paulo, from 6 pm to midnight.
Pizzeria Carcamano – R. Pedroso Alvarenga, 1127 – Itaim Bibi, São Paulo, from 6 pm to midnight.
the pizzeria – Rua Americo Alves Pereira Filho, 461 – Vila Morumbi, São Paulo, from 6 pm to 11 pm.
Datasheet
Title: Grifado Label
Agency: Africa
Advertiser: Heinz
Product: Ketchup
CCO: Sergio Gordilho
Executive Creative Direction: Felipe Cury / Philippe Degen
Creative Director: Henrique Martins / Douglas Reis
Creation: André Choairy / Eugenio Lima
Digital Strategy: Dayana Teixeira
Service: Carolina Boccia / Heloisa Pupim / Gabriela Ferrante / Carolina Svícero
Media: Luciana Prado / Victor Berto / Mariana Almeida / Matheus Rocha / Amanda Santana
Community Manager: Isabella Silveira
Planning: Aldo Pini / Luciana Mussato / Flavia Antoniolli / Danilo Prado
Special projects: Fernando Alonso / Caio Rodrigues
Approval/client: Cecília Alexandre / Luana Sá / Israel Morais / Catarina Rangel
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