Heinz takes a subtle insight and creates global campaign its consumers can relate to

Heinz takes a subtle insight and creates global campaign its consumers can relate to

The Wait.

Heinz has unveiled 'The Wait,' a global campaign paying homage to devoted sauce enthusiasts who patiently wait for Heinz Tomato Ketchup before indulging in their meals: celebrating the nearly 70% of individuals worldwide who prioritise condiments, with many willing to hold out for up to ten minutes just for the iconic Heinz taste.

Worth waiting for...

Spanning the USA, Canada, UK, Chile, France, UAE, and Brazil, the campaign, developed in collaboration with Chilean creative agency 1984, draws inspiration from research in which over half of those surveyed were prepared to wait even longer than ten minutes for the sauce.

The campaign portrays famished diners eagerly awaiting their meals, with the only missing element being their cherished Heinz Tomato Ketchup. Aptly named 'The Wait,' this initiative appears in film, print, digital, and out-of-home advertising.

With spare use of the brand’s famous font, 'The Wait' showcases individuals united by their shared anticipation for Heinz Tomato Ketchup: dining at home or in a restaurant.

As part of the campaign's rollout, Heinz aims to foster a sense of camaraderie among ketchup aficionados, inviting them to share their experiences and stories of waiting for Heinz Tomato Ketchup.

Our take

The simple pleasures of Heinz ketchup were extolled in an unexpectedly enlightening essay from Malcolm Gladwell, in which he informs us that ketchup is the only item in a supermarket to contain all the five known tastes of the human palate: sweet, salty, sour, bitter and umami.

Heinz, he argues, dominates the ketchup market not just due to its strong brand presence, but because achieving the unique and consistent taste relies on an expensive and elaborate infrastructure, with exacting attention to detail as to when the precious tomatoes are picked and how they are grown.

From a creative perspective, this sort of detail is vital when crafting a campaign that packs an authentic punch (or squeeze?). Heinz has earned its brand loyalty, and we’re guessing ‘The Wait’ is relatable to many readers.

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