Heinz launches Pickle flavoured Ketchup by sending human pickle to world’s biggest tomato festival in new campaign via TBWA\Sydney + Eleven
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 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
22 Comments
Could be for any tomato based product. The Heinz bottle is just forced in at the end.
Not really, because the protagonist is a pickle. And it’s pickle ketchup.
Sometimes they have ok ideas.
Should’ve left this idea on the shelf to pickle.
NOW, THIS IS GOOD
Mmmm Dolmio and pickles.. Can’t wait to go to your dinner party
The editing is very bad. Looks like a mix of stock and a few real shots. Missed the opportunity to have the bottle in with the crowd rather than the forced packshot at the end.
What a mess. Cheap production, ill conceived execution, crap editing, money down the toilet. Who’s in charge of creative at TBWA this week?
It’s not organic enough for social and to be shared, not polished enough to be a traditional ad, and with just one costume, it’s not an activation. What’s this supposed to be?
Why did they pick such a poes to be the pickle?
Stick your list.
It’s got something that most recent work on here doesn’t-an idea.
Remember those?
By the way ‘shareable’ as you can see,is spelt with an ‘e’.
Just wanted a trip to Spain
I see you. Covering that person’s face. Makes me not like this botch job of a campaign.
Just because you put someone in a costume and stick them in a tomato festival, doesn’t make it an idea, or at best, even a very good one. It looks cheap.
The only way to settle this is for a pitch.
Hardly an idea.
“Earned coverage of the stunt expanded the campaign’s reach”
Please reference that in your release as having Googled it all I can see is trade coverage. Eleven, why aren’t you insisting on this being included if true otherwise it continues to make you look like just support (and questionable given no search results) to the P&L of TBWA.
The idea had potential, but the execution’s very weak. A lost opportunity.
I’m a fan of this! Great idea for pickled flavour tomato ketchup
If this is the best articulation of the idea, how bad must the rest of the campaign be?
I’m notoriously hard to please.
But I don’t understand the criticism of this ad by all the know-alls on here.
I think it’s a terrific idea, it’s very watchable and it clearly communicates pickle ketchup in a format that doesn’t follow the usual ad formula.
Bravo!
The man in the pickle outfit is by far the sexiest studmuffin I have ever seen in my life. I bet he rips in surfing and is an absolute ROCKET