Heinz launches Pickle flavoured Ketchup by sending human pickle to world’s biggest tomato festival in new campaign via TBWA\Sydney + Eleven

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To launch Heinz Pickle flavoured Ketchup to an Australian audience, TBWA\Sydney and Eleven sent a human pickle into La Tomatina festival in Spain – a simple and memorable visual moment to celebrate the unique flavour profile.

 

The campaign launched on social media with hundreds of applicants vying for the role, with one lucky winner eventually donning the custom-made Pickle costume and traveling to Spain for the festival.

Says Andrea Payne, head of marketing at Kraft Heinz ANZ: “To launch our delicious new flavour of Heinz ketchup we wanted to leverage the Irrational love Australians have for both pickles and our ketchup by creating work that continues to expand the meaning of our global brand platform ‘It has to be Heinz’.”

Heinz launches Pickle flavoured Ketchup by sending human pickle to world’s biggest tomato festival in new campaign via TBWA\Sydney + Eleven

Heinz has been passionate about pickles for over 150 years. So much so that its founder Henry J Heinz had the nickname ‘the Pickle King’.”

Says Katrina Alvarez-Jarratt, ECD, TBWA\Sydney: “There really is no other brand that could create a moment like this for their product. This campaign is a wildly joyful celebration of Heinz Tomato ketchup and the delicious taste of pickles, neatly visualising the product’s flavour in a way that people will remember. Plus, watching someone in a pickle costume being pelted with tomatoes is just joyful, shareable and fun.”

Earned coverage of the stunt expanded the campaign’s reach and was supported in traditional media formats across social and digital film.

Client: Kraft Heinz
Michael Magee – Chief Marketing Officer
Andrea Payne – Head of Marketing
Nicola Curran – Snr Brand Manager
Tim Smith-Brand Manager

Creative Agency – TBWA\Sydney
PR Agency – Eleven
Costume designer – Jo Woodcroft
Sound – Beau Silvester & Guy Fenech
Production – Fonktown
DOP – Pablo Maison
Photography – Santi Gómez Portillo  Editing – Bolt
Human Pickle – Angus Cummings
Media – Carat