After Negadores Negarão and Primeiro Tomate, Heinz created a new campaign that reinforces the consistency of communication, highlighting its main qualities: the unmistakable flavor and the 6 ingredients of 100% natural origin.
Check out the video:
The campaign is an evolution of Heinz’s communication and the experiment, released in film yesterday (23/05), during the break of Jornal Nacional, marks the return of the world’s #1 ketchup to Brazilian TV breaks, bringing a clear premise : highlight the superiority of Heinz’s unique flavor. With real consumers and a direct proposal, the campaign created by Agência Africa, puts them at the center, and creates the story together with them.
Cecília Alexandre, Marketing Director at Heinz, explains:
“The idea of inviting the consumer to choose is the great differential of this action, because we know that Heinz Ketchup is a superior and delicious product. We were able to prove what is in the minds of consumers that with Heinz everything is tastier, given that the unmistakable flavor comes from the 6 ingredients of 100% natural origin and that’s it.”
About the creative concept developed, Alexandre Giampaoli, Creative Director of Africa, comments a little about the process: “When we think about flavor, we hardly think about natural. So this idea was born out of a very simple question: when you have two identical burgers, but one has Heinz ketchup and the other has competing ketchup, which do you think tastes better? Naturally people choose the hamburger that has Heinz in it.”
The campaign started with a partnership with Casimiro, will continue with developments in media and digital content, as well as action with influencers who will make new versions of Heinz’s experiment, inviting the public to share their choices.
With an eye on the next strategic steps for positioning the brand, Cecília Alexandre highlights that the main objective is to remain the main ketchup player in Brazil, adding innovative ideas to constantly connect with the target audience. “We have a recurring provocation with Heinz: talking about taste, naturalness and quality, and drawing the consumer’s attention to it. We know that Heinz is a brandcooland with a very youthful tone of voice, so we sought to creatively recreate that message, and that’s the experiment.”
On air until July, the public will still be impacted with brand activations that reinforce the positioning of naturalness and superior flavor in different contexts.
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