HEINZ Gravy Encourages Fans to Go Gobblin’ Mode with Thanksgiving Leftovers

Gravy is the star of Thanksgiving, but it doesn’t stop there. The flavourful sauce is also the unknown secret to levelling up leftovers on the days following the holiday which are also known as the days of unapologetic self-indulgence. HEINZ Gravy is embracing the indulgent and delicious side of leftovers in its latest campaign 'HEINZ Gobblin’ Mode.'

While holiday leftovers are a day-after tradition, they can feel boring and repetitive – losing their original excitement and taste. The HEINZ Gobblin’ Mode campaign features HEINZ Gravy’s two flavours – Roasted Turkey Gravy and Brown Gravy – and shows fans just how effortless it can be to make leftovers more desirable, proving the excitement doesn’t have to end with the feast. 

The campaign is inspired by Oxford’s 2022 word of the year – 'Goblin Mode' – and real human behaviours sourced via social listening. It strategically leverages the playful, triple-meaning of the word 'Gobblin' to refer to not only indulging, but also the star of Thanksgiving holiday leftovers, turkey, and the 2022 word of the year.

“The irrational love fans have for HEINZ, fans also have for leftovers, but only when they know what to do with them. Giving the brand the perfect opportunity to showcase the tastiest and easiest way to save and upgrade those leftovers with HEINZ Gravy. We know indulging in leftovers might not be the prettiest site, so we’re embracing how our fans go ‘Gobblin’ Mode’ when enjoying their leftovers alongside HEINZ Gravy.” said Jacqueline Chao, senior brand manager, Heinz. Navjit Dhillon, associate brand manager, Heinz.

“Thanksgiving rituals aren’t just limited to the holiday itself, it’s the days after the holiday when people really enjoy binging on those leftovers. With a simple twist, we turned the widely beloved ‘goblin mode’ into a campaign that celebrates the delicious side of post-Thanksgiving leftovers. 'Going Gobblin' Mode' is the perfect opportunity for Heinz Gravy to capitalise on the irrational love people have for the brand.” said Simon Au, executive creative director, The Kitchen North America.