Toby the Vegetarian Vampire, for Heinz

Heinz

Toby the Vegetarian Vampire

A Halloween bottle of Heinz, and the vampire who drinks it.

Task
Generate buzz and engagement for Heinz Tomato Blood, a limited Halloween bottle of Heinz ketchup.
Insight
Heinz Tomato Blood is not ketchup. It is blood for vegetarian vampires.
Idea
Toby the Vegetarian Vampire.
Results
Sales up 12.5% on the year before. 457.2 million earned impressions.

Humans are people, too.

We launched the campaign with a recruitment film, making the case to all vampires to switch to tomato blood during the premiere of AMC’s Interview with the Vampire.

Toby took over Heinz’s Instagram and TikTok, posting only at night.

What I eat in a day, get ready with me, a room tour: influencer formats, all October long.

Then we put up billboards in ancient vampire script.

They ran in Salem, New Orleans, Portland and Chicago. A QR code led to Toby reading the script on TikTok, and fans decoded it themselves.

Heinz Ketchup sales rose 12.5% that October.

Pull this CD in the roomWatch the case film

Toby, in the wild.
Toby, in the wild.
What a vegetarian vampire eats in a day.
What a vegetarian vampire eats in a day.
Get ready with me, vegetarian vampire edition.
Get ready with me, vegetarian vampire edition.
Toby, 280 years old, at his desk.
Toby, 280 years old, at his desk.
A little Tomato Blood on the chin.
A little Tomato Blood on the chin.
His feed, all season long.
His feed, all season long.
A billboard in vampire script, on a wet New York night.
A billboard in vampire script, on a wet New York night.
Toby, laughing, with blood on his chin.
Toby, laughing, with blood on his chin.

Lead strategist: Joe Bae

Agency: Wieden+Kennedy New York