Ketchup Insurance

Everyone knows that a ketchup stain is one of the most unforgiving pain points for Heinz customers. In fact 48% of Heinz customers have had ketchup accidents. While we can’t prevent mishaps, we can cover them. Inspired by 57 real incidents found on social media, we launched an insurance program offering customers coverage against 57 ketchup mishaps. By calling our 24-hour ketchup insurance hotline, claimants navigated a witty, interactive, automated voice system with 57 different options and jokes over 11 minutes to identify and make their claim, creating one of the longest and funniest branded audio experiences. If successful, claimants received services, like getting their laundry done. Our hotline revolutionized a traditionally static audio-led medium into a rewarding and entertaining brand experience. The campaign had a packaging component as well. We featured the funniest ketchup claims on Heinz ketchup bottles and sent them to consumers who suffered through them.

Truth Well Told: Loving Heinz ketchup comes with its risks, so the brand went above and beyond to protect its fans. The campaign received more than 3,000 claims in a month and garnered $23 M in earned media.