Heinz takes a human pickle abroad with Eleven and TBWA\Sydney
To bring attention to its new pickle-flavoured ketchup, Heinz sent a “human pickle” to Spain’s La Tomatina festival, with support from Eleven and TBWA\Sydney.
The position received hundreds of applications, with the winner eventually being chosen to wear the bespoke pickle outfit and take the trip to Spain.
Kraft Heinz ANZ’s head of marketing, Andrea Payne, said the creative was developed to broaden the reach of the company’s international brand platform, ‘It has to be Heinz’. At the same time, the organisation wanted to play into Australians’ love of ketchup and pickles.
“To launch our delicious new flavour of Heinz ketchup we wanted to leverage the Irrational love Australians have for both pickles and our ketchup by creating work that continues to expand the meaning of our global brand platform ‘It has to be Heinz’,” Payne said.
While the campaign was launched through social media, it leveraged earned coverage and “traditional media formats across social and digital film” to raise awareness of its place in market.
TBWA\Sydney’s executive creative director, Katrina Alvarez-Jarratt, said: “There really is no other brand that could create a moment like this for their product.”
“This campaign is a wildly joyful celebration of Heinz Tomato ketchup and the delicious taste of pickles, neatly visualising the product’s flavour in a way that people will remember.
“Plus, watching someone in a pickle costume being pelted with tomatoes is just joyful, shareable and fun.”
Client: Kraft Heinz
Michael Magee – chief marketing officer
Andrea Payne – head of marketing
Nicola Curran – snr brand manager
Tim Smith – brand manager
Creative Agency – TBWA\Sydney
PR Agency – Eleven
Costume designer – Jo Woodcroft
Sound – Beau Silvester & Guy Fenech
Production – Fonktown
DOP – Pablo Maison
Photography – Santi Gómez Portillo
Editing – Bolt
Human pickle – Angus Cummings
Media – Carat
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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I actually really like this idea but when getting editorial is harder than ever, it’s social only, don’t claim PR coverage beyond trade when there hasn’t been any.
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