Wins all around / Tip for Heinz is a great portrayal of a B2B initiative effectively executed through a B2C influence. In order to generate exposure and establish sufficient attention from restaurants to swap out competitors for Heinz Ketchup, the brand creatively recruited the public by encouraging them to voice its message in a fun and engaging way. It’s a win-win approach that connects with customers, who get their tips paid for, and entices restaurants that switch with a free year’s supply of ketchup. Meanwhile, Heinz gains public exposure on social media and raises its profile in the restaurant industry, reminding food outlets of the esteem in which the sauce is held – as with Draw Ketchup, this campaign neatly underlines that when it comes to sauce, ‘Heinz is ketchup’.
Let the people decide / As demonstrated by campaigns such as Heinz Hidden Spots and the aforementioned Draw Ketchup, Heinz excels at getting people involved to have some fun – and Tip for Heinz is no exception. The campaign is a light-hearted, social media-friendly idea that generates engagement with an easy-to-claim incentive – one that allows people to feel good about themselves by tipping a restaurant, and update their followers where they’ve just eaten. It’s a clever tactic, one that also effortlessly harnesses the opinion of the people that matter (diners) to showcase Heinz’s superiority over its generic competitors. And by teasing an improved customer experience for restaurants – if only they switched to this more superior condiment – the campaign elevates the product value (ahem McDonald’s), and justifies its steeper cost.
