Summary

The global leader Heinz Tomato Ketchup has low brand recall value in India. Being a competitive market, it’s been a challenge for the brand to become a front runner. In order to tackle the low recall brand value, the objective identified was to create awareness by targeting its relevant audience.

Insights, strategy and idea

In order to achieve our objective, we built upon the brand message of ‘The Taste that Grabs You’. We wanted to showcase how Heinz Tomato Ketchup makes any food taste better and you lose yourself in its addictive taste. Undoubtedly, video content is the most converted feature in a promotion toolbox today. YouTube is a critical marketing tool for practically any company in any industry, which is why we decided to use it as the primary platform for this campaign.

Digital execution

Most viewers on YouTube view pre-rolls as white noise before tuning onto videos that hold their interest. We came up with an ingenious way to circumvent this using a quirky technique to build curiosity and keep the viewer hooked on. These interactive pre-rolls are first of its kind, where unlike any other skip ad, the protagonist is so engrossed in eating that he/she tells the viewer to skip the advertisement and leave them to eat. By telling its viewers to hit the skip button, Heinz Tomato Ketchup created intrigue and got the viewers to watch what the pre-roll had to offer and the results did not disappoint!