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Two years of films, each one based on a true fan story.
The 60-second anthem launched in June 2023 in the US, Canada, the UK and Germany, opening on “The following is based on true events.”
Then each story got a film of its own.
Sushi Tasting, Tomato Master, Collector, The Heiress and The Students.
On social, the stories kept coming.
Six- and 15-second films, shot on an iPhone in fans’ own formats: GRWM, POV. TikTok engagement ran at 8%, against a 2.5% benchmark.
Every state eats ketchup differently, so we made 50 packets.
Saucemerica: real packets, each one designed around a state’s most famous ketchup food. Fans collected them and traded them on Reddit and eBay.
For Valentine’s Day, Heinz made an Emotional Support Ketchup Bottle.
A bottle with a strap and a carabiner, for fans who already take Heinz everywhere. Food creators carried it on dates and to dinner, and it sold out in under a week.
Heinz credited the platform with a 12% rise in global net sales.
From four countries to 28.
- 320M impressions
- 22% more away-from-home sales
- 98% positive or neutral sentiment
