{"id":6526,"date":"2024-06-25T18:02:12","date_gmt":"2024-06-25T12:32:12","guid":{"rendered":"https:\/\/onlykutts.com\/?p=6526"},"modified":"2024-06-27T09:40:48","modified_gmt":"2024-06-27T04:10:48","slug":"great-campaigns-heinz-ketchup-fraud","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2024\/06\/25\/great-campaigns-heinz-ketchup-fraud\/","title":{"rendered":"Great Campaigns: Heinz – Ketchup Fraud"},"content":{"rendered":"\n

Despite being nearly 120 years old, Heinz has managed to maintain its relevance. This is how you maintain your brand’s relevance and avoid it becoming a throwback. This way, you can secure your legacy.<\/p>\n\n\n\n

In its most recent advertising push, Heinz is targeting fake products to capitalise on its iconic slogan, “It Has To Be Heinz.” Since it is one of the most popular ketchup brands in the United States, many restaurants nationwide carry it.<\/p>\n\n\n\n

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Agency partner Rethink’s print ads feature staff from different restaurants refilling empty bottles of Heinz Ketchup with cheaper, generic alternatives.<\/p>\n\n\n\n

The slogan “When it isn’t Heinz, it has to be Heinz” captures the essence of the Heinz “Ketchup Fraud” campaign. This phrase underscores the reality that even when restaurants substitute Heinz ketchup, they know customers still look for that iconic bottle.<\/p>\n\n\n\n

A Snapchat video of a restaurant refilling Heinz bottles with another brand’s ketchup inspired the campaign. Later, social listening exercises revealed that this practice was widespread, as many users had observed restaurants engaging in similar behaviour.<\/p>\n\n\n\n

Refilling Heinz bottles with generic ketchup isn’t a new phenomenon. In 2016, the chicken chain Nando\u2019s faced criticism after a social media post accused them of using fake Heinz ketchup. This incident led a Nando’s spokesperson to publicly clarify that they only use Heinz ketchup.<\/p>\n\n\n\n

However, the “Ketchup Fraud” campaign took a different approach. Instead of simply denouncing the practice, Heinz offered to collaborate with those involved, aiming to help consumers get the ketchup they want while also supporting local businesses. This strategy aligns with Heinz’s “It Has To Be Heinz” ethos, emphasising authenticity and quality.<\/p>\n\n\n\n

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