Insight

Through social listening, we discovered a new and unexpectedly niche use of Heinz – long-distance
runners were replacing their expensive and gross running gels with Heinz ketchup packets.

Problem

But, for Heinz-lovers out on a run, it can be difficult to know where to find ketchup packets in a pinch. And for irrationally-obsessed Heinz fans, whether at home or out on a run, It Has To Be Heinz.

Idea

We launched a series of Heinz keystone-shaped routes in the world’s biggest running apps, that tell
runners where they can go to get packets of Heinz ketchup while out on a run..

Execution

Run on Heinz launched on running apps, Strava and MapMyRun, alongside a launch campaign on
Instagram and TikTok on November 2, 2023. At the height of the running season, we released maps in six
major running cities across North America: New York City, Vancouver, Toronto, Pittsburgh, Chicago, and
San Francisco.

To create the routes, we collected and analyzed openly available runner, and city data – along with data
and locations from the Heinz Away From Home team. With the help of specialized GIS mapping software,
we utilized existing infrastructure to draw a series of Heinz keystone-shaped routes in each city. We
marked the routes with Heinz-partnered restaurant locations so runners can stop to get free Heinz
ketchup packets.

Keystone-shaped maps were available for free on Strava and MapMyRun, the world’s biggest running
apps, with over 160 million active users.

Results

Runners ran with our idea, running routes to find Heinz packets (and a post-run snack) at partnered
restaurants. We earned international coverage in news and running trade publications like The New York
Times, Runner’s World, Daily Mail, USA Today, Men’s Journal, and ESPN.

International runners joined us and made their own keystone routes, and other brands like Chipotle and
Gerber were inspired to get in on the fun. Using runners favorite apps, we tapped into unique running
behaviors and helped runners find their favorite packets. Because when you’re running on ketchup, It Has to be Heinz.