Heinz Gets Ready for Halloween with the Spookiest Pop-Up Store to Ever Exist

Double, double, toil and trouble. Something spooky has been being magicked up in the Heinz kitchen especially for Halloween and it’s already giving us all chills this scary season: Heinz Black Garlic Mayo. A combination of the brand’s vegan mayo with the rich, tangy and slightly sweet flavour of black garlic that’s guaranteed to terrify (and tingle) your taste-buds. 

The Mayo’s fang-watering umami-packed sauce is so good, even vampires can’t resist it, so Heinz has created the spookiest store to ever exist, deep in the heart of the Boldu-Cretuleasca forest in Romania, a place well-known in folklore to be haunted by vampires and is the place where Count Dracula was rumoured to have been beheaded. 

For anyone that dares to enter the forest for a taste of this special treat, from midnight on Halloween humans will be welcomed into the store for one day only.

Conceived by ad agency Africa & Wonderland, the campaign includes a marketing campaign with video content inviting people to check out the store during Halloween and a series of digital and PR assets for all countries activating the campaign, including the UK, Nordics, United Arab Emirates, Mexico, Hungary, Australia, New Zealand, France, Spain, Portugal, Germany and China. 

In-market, Heinz teams have taken the campaign to the next terrifying level. In London, a 3D OOH interactive billboard by 3RockAR allowed passers-by to interact with the advert for the chance to win bottles of the limited-edition Mayo.