In Chicago, hot dog stands often don't give enough ketchup or don't give any at all. This is because those who prepare this tasty food consider it sacrilegious to put sauce on a hot dog, yet there are many consumers who like to add ketchup.
And it is for this reason that Heinz, which has certainly been very unhappy about this ban, has installed advertising panels with ketchup dispensers next to those hot dog establishments that have a policy of not serving their customers the famous sauce.
The Heinz ketchup packet dispensers were designed by the Rethink agency and are located next to The Wieners Circle and McDonald's establishments on Chicago's famous Navy Pier. This new and eye-catching Heinz campaign in Chicago has been dubbed "Smack for Heinz."
The name translated into Spanish is "Heinz slap," and the name is key to the campaign, since in order to get the sauce, you have to slap or shake the Heinz bottle installed in the dispenser hard, which is also a blow to those who do not serve the sauce in their establishments.
QR code bus shelters
The bus shelters feature visible QR codes that redirect passersby to the website smackforheinz.com, where anyone who wishes to do so can report establishments that do not serve Heinz ketchup. The plan behind this marketing strategy is that bus shelters with Heinz ketchup dispensers will soon be appearing in other cities.
"Hitting the ketchup bottle is a universal symbol of people's love for Heinz," explains Geoff Baillie, creative director at Rethink.
Realizing that many restaurants refuse to serve ketchup, we have turned the famous Heinz bottle tap into a way to help people release their frustration and simultaneously get the ketchup they really want," Baillie emphasizes.
Incidentally, this is not the first time Heinz has rebelled against the "anti-ketchup" policy enforced by many restaurants in Chicago. In 2017, it launched a new product called "Chicago Dog Sauce," which actually contained regular ketchup (the same ketchup that is banned in many restaurants in the Windy City).
Ketchup billboards in Chicago
This also happened about a year ago when Heinz launched another campaign, also created by Rethink, in which it took revenge on those restaurants that have the nasty habit of refilling its iconic bottles with cheap ketchup through a campaign that put the spotlight on the so-called ketchup fraud.
This campaign is very interesting, as it shows how the company is creating a movement to connect with its "Smack for Heinz" fans.
With the universal action of hitting a bottle to get the famous ketchup, this is an innovative way to take the product everywhere and at the same time highlight your customers' fondness for Heinz ketchup.
https://www.youtube.com/watch?v=q-k3laIkrII
