Tomato Ketchup with xxxxx? That’s how Heinz, the world’s No. 1 ketchup brand, introduced its new product to consumers. In a social media campaign called “Heinz Censored Flavor,” the brand showed that the flavor of Heinz products is so striking that ketchup lovers don’t even need to read the label to feel desire and curiosity.
The campaign was created by The Kitchen São Paulo – Kraft Heinz Brazil’s internal communications hub, in partnership with LePub – and brought an air of suspense to engage the audience in finding out which new condiment will be part of the flavored family, which already includes Pickle, Bacon & Caramelized Onion and Spicy ketchups. Created based on consumer choices, the curry ketchup, made with curry imported from India, is now on the market to join the brand’s portfolio.
“This campaign is proof of how much our consumers love Heinz. The curry flavor is unique, so the idea of encouraging people to try it without reading the label worked. This launch expands the portfolio of flavored ketchups, meeting the desires of our consumers and creating new opportunities to consume the product, in addition to reinforcing that Heinz is synonymous with superior quality and innovation,” says Cristina Monteiro, CMO of Kraft Heinz Brazil.
Unable to contain the information about the explosion of flavors that only the new ketchup with curry brings to food, Fih Fernandes, chef at the renowned hamburger restaurant Holy Burger, leakedon his Instagram profile, the launch of the brand.
“Every time Heinz launches a new ketchup flavor, it creates a huge stir among fans. In this case, we identified through research that the flavor was so striking that it would be easily recognizable, even without advertising it. So, we decided that the best way to launch this flavor would be to hide it to generate even more conversation about it,” explains Alex Adati, Executive Creative Director at LePub São Paulo, who leads the creation of Kitchen São Paulo.
The launch brings a perfect combination of herbs and spices, with an aromatic, intense and spicy flavor, being ideal for enhancing the flavor of appetizers, such as coxinha, breaded cauliflower and chicken strips, as well as chicken burgers and vegetarian dishes.
