Good TikTok Creative Case Study — Heinz Ketchup on TikTok
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Simon’s Take:
I worked on Heinz advertising a million years ago and a key insight was that everyone had the product in their home — so the role of advertising was to drive usage through reminding people how much they enjoyed the Heinz Beans / Soup / Spaghetti / Ketchup, etc. That usage would bring forward the next purchase.
For this Halloween campaign Heinz recognised that everyone has Heinz Ketchup and by using a simple transition (and the #HeinzHalloween hashtag) they owned the holiday — with over 3 billion views. Especially as Covid precluded the more traditional ways to celebrate Halloween.
Talking about Tiktok a few months ago, a very senior media exec was telling me how he was amazed at how the app unites families — he told me his kid’s enthusiasm to make a TikTok had led to 3 generations of his family…
