So many condiments, not enough fun and games.
That was the idea behind Pittsburgh-based Smith Brothers Advertising's campaign to reignite interest in the flagging sales of Heinz Ketchup. It began with the subtle label that spoke from store shelves, “a million french fries can’t be wrong,” and blossomed into the full-blown campaign, “Hungry for Fame?” giving consumers a chance to design their own YouTube Heinz commercial.
The innovative strategy not only worked, it was a nationwide sensation. A tsunami of 8,000 entries poured in. Contestants’ commercials were viewed 7.7 million times on the Top This web site and by August of 2007, Heinz was reporting a 13 percent increase in sales. More recently, a national consumer survey placed Heinz in the number one spot according to the University of Michigan's American Customer Satisfaction Index.
Smith Brothers Advertising won, too, a Creative Media Award from Media Magazine for its clever strategy.
“The Heinz brand’s history with consumers is what triggered the idea,” explains Miles Smith, a partner at Smith Brothers. “It gave everyone a way to tell their ketchup stories and ignited the public’s passion for the bottle that’s hidden in plain sight.”
For those whom didn’t make the final cut, there’s a second chance to proclaim your passion on national television: “Top This Take Two.” Because consuming Heinz’s flagship Pittsburgh-brand should be a compelling experience.
To view the YouTube Heinz finalists, click here.
By: Deb Smit
Source: Miles Smith, Smith Brothers Advertising
Image courtesy of Smith Brothers Advertising