HEINZ Helps Canadians Pre-Emptively Find the Correct Restaurant Ketchup

In North America, undoubtedly, people are picky about their ketchup brand of choice. 

Sure, the basic ingredients are all the same - tomatoes, sugar, vinegar, some spices, etc. - but it’s remarkable how each and every label correlates with a slightly different flavour, which is something that’s absolutely picked up on by avid consumers. 

Take this research for example: nearly 77% of people feel let down when a restaurant doesn't serve HEINZ. 

Discovered in a brand survey which polled 1,372 participants from across Canada and the US, this confirmation of people’s love for using Heinz to adorn everything from burgers to mountains of french fries proved the perfect opportunity to expand the global creative platform ‘Irrational Love’, with a new campaign titled ‘HEINZ Finder’.

Launching first in Canada, and soon to follow in three, additional, unannounced markets, this work allows fans of the label to harness Google Lens’ image-recognition technology, in order to identify restaurants in Canada that proudly serve the brand’s ketchup… before they even walk in the door.

“We know HEINZ fans have an irrational love for our ketchup, and the research doesn’t lie - a majority of people feel disappointed when the restaurants they love don’t carry HEINZ,” says Megan Lang, head of global HEINZ brand communications and creativity. “So, as we continue to go to irrational lengths to delight and satisfy our fans.”

Developed in partnership with GUT Toronto, with Carat on paid media, and Zeno Group Canada on PR, this initiative leverages influencers, brand-owned social content, and digital OOH to drive buzz, traffic and engagement across urban zones in Ontario, Alberta and British Columbia. 

Offering scannable QR codes to help consumers find HEINZ-serving restaurants near them, as well as via snapping or uploading a photo of HEINZ, this eye-catching creative leads users automatically to Google Maps, in order to navigate to the restaurant and/or book a table. 

In short, no more ketchup surprises or disappointments – just pure satisfaction for HEINZ lovers.

"This idea is the power of simplicity in action,” finishes Brynna Aylward, executive creative director and creative lead for GUT Toronto. “People want Heinz at restaurants, and restaurants want more people to come in. This hack connects the two, repurposing existing technology creatively to introduce Heinz fans to local small businesses."