In a bold move, Heinz has launched the ‘Smack For Heinz’ campaign, targeting establishments like Louis’ Lunch in New Haven, Connecticut, known for their strict “no ketchup” policies. The campaign, spanning film, outdoor, digital, and social media, features “smackable billboards” dispensing ketchup packets right outside such restaurants. One notable advertisement showcases a person smacking a Heinz bottle attached to a billboard outside Louis’ Lunch, cheekily dispensing the condiment despite the eatery’s well-known ban.
This campaign, which also targets Chicago’s ketchup-resistant hot dog venues, includes outdoor ads and ketchup-dispensing billboards set to appear across the city. Furthermore, Heinz encourages consumers to report any restaurant enforcing a similar ban, promising to install billboards in those areas as well. While the initiative has sparked both amusement and debate, it underscores Heinz’s commitment to challenging culinary norms and promoting consumer choice.
So…:
How can you, with a twinkle in your eye, challenge conventions that go against your concept?
Source & Picture: