Dive Brief:

• Heinz is supporting the U.S. roll out of its new Pickle Ketchup with a multi-faceted marketing campaign asserting consumers already have an idea of what the product tastes like, per details shared with Marketing Dive.
• The campaign, from creative agency Rethink, uses the headline, “You Can Already Taste It,” alongside visuals of pickles and ketchup on a burger to suggest the idea of a pickle-flavored ketchup isn’t as outrageous as it seems.
• The media strategy includes digital video, out-of-home (OOH) ads in New York City and Chicago, creator content across TikTok and Instagram and paid social. Street interview style videos depict New Yorkers describing their generally positive thoughts about the product even before they have tried it.

Dive Insight:

Since last year, Kraft Heinz has sought to unify its Heinz-branded products under one “It Has to be Heinz” brand umbrella that expresses the “irrational love” consumers feel for the brand’s offerings. From campaigns expressing consumers’ desire to wait for Heinz ketchup before digging in to taking a stance against overly spicy foods, the brand has sought to champion the brand’s products as part of the eating experience. The new “You Can Already Taste It” campaign is in the same vein.

Pickle Ketchup, a condiment that combines the flavors of two products the Heinz brand is best known for, was announced last year and rolled out first in the U.K. The company’s founder, Henry J. Heinz was once known as the “Pickle King” because he owned the largest pickle company in the United States, per press details. The condiments and sauces segment of Kraft Heinz is by far its largest in terms of global net sales, totaling $8.9 billion in 2023, according to Statista. 

In an online video that is central to the campaign, the brand conducted a “No Taste, Taste Test,” in which a roving reporter asked consumers on the streets of New York City what they thought Heinz Pickle Ketchup would taste like, without trying it. Responses ranged from “magic” to “sweet, savory and zesty” to “the best of all worlds.”

OOH billboards feature photographs of burgers with ketchup and pickles next to each other and headlines reading, “You just got a taste, didn’t you?” Placements include popular spots around New York City and Chicago like Coney Island, Times Square, Yankee Stadium and Wrigley Field.  

The brand has also developed a two-phased creator campaign that will run across Instagram and TikTok. The first phase of the campaign will feature creators guessing what the Pickle Ketchup will pair best with, without tasting the product. They will then put those guesses to the test and make the dishes to see how close they were. Phase two will feature reaction-style videos where partners react to product pre-reviews from their comments.

The campaign will also include paid social advertising, including audio and video ads, display banners and interactive formats across Snapchat, Spotify, TikTok and YouTube. For a social giveaway, consumers can submit their pre-reviews of the product on YouCanAlreadyTasteIt.com for a chance to win a year’s supply of the product.