Slowmaster 57

Heinz takes great pride in the thickness of the famed ketchup brand. It’s a testament to the product’s quality over others. That’s why in every Heinz factory, the brand puts all of its product to the test in a specially-created ramp called the “Quantifier,” which ensures that when poured, its ketchup does not travel faster than 0.028 MPH.

The Heinz Slowmaster 57 turns the science behind the ketchup’s slowness into a fun and interactive real-world race that champions the last ketchup to reach the bottom of the ramp. The game, which we sold in real toy stores, successfully communicates what the brand stands for in terms of ketchup quality – that thick, rich, and therefore, slow ketchup is the true winner in the race for quality in the condiment category.

We debuted the Slowmaster 57 in a campaign at the most counterintuitive moment — against the high-speed backdrop of the Abu Dhabi Grand Prix — and invited the world to take part in a celebration of slowness.

Truth Well Told: By inviting consumers to put its product to the test with this innovative display of intentional slowness, the brand saw a 20.4% increase in social media followers, 40% engagement rate and 31.4M impressions. And fans purchased the game, too, with 3.5K units sold within three weeks.