Heinz takes a human pickle abroad with Eleven and TBWA\Sydney

September 4, 2024 2:29

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.

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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1 COMMENTS

Earned first 4 Sep 24

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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