Heinz calls on hot dog and bun companies to sell equal packs

Dive brief:

  • Heinz Ketchup has started a petition that encourages hot dog and bun companies to sell an equal number of products in each package, according to details emailed to Marketing Dive. The effort is scheduled for National Hot Dog Month in July.
  • The Kraft Heinz brand directs consumers in the United States and Canada to HeinzHotDogPact.com, where they can sign a change.org petition. Heinz agencies managed the campaign, with Rethink leading creative and production, Carat leading national outreach, and The Kitchen handling social media.
  • Heinz’s latest campaign comes as consumers start buying more hot dogs as warmer weather and the rollout of COVID-19 vaccines make barbecues more frequent. Effort is the CPG brand’s latest game around first party consumption data acquisition.

Dive overview:

Heinz Hot Dog Pact is the brand’s latest attempt to engage consumers with quirky humor. This effort is linked to a common complaint about hot dogs typically delivered in packs of 10 while buns typically come in eight per pack, a gripe that is more common in mind as consumers speed up. grills and begin to organize outdoor gatherings upon their return to pre- pandemic activities. The press materials nod to a scene from the 1991 film “Father of the bride“where Steve Martin’s character denounces the different number of hot dogs and buns in each pack, while a campaign video highlights complaints about the issue on social media.

By directing consumers to a change.org petition through its own microsite, Heinz can potentially collect first party data, including the names and email addresses of consumers. This type of data experiment has grown over the past year as CPG brands brace for changes in the data privacy landscape and are poised to continue even after Google delayed the release. death of the third-party cookie.

The Hot Dog Pact comes a week after parent company Kraft Heinz adopted another tactic that gained popularity during the pandemic. The CPG giant teamed up with Walmart showcase the company’s food products through Walmart Cookshop, the retailer’s video shopping center which is powered by interactive technology company Eko. Launched earlier this year, Walmart Cookshop seeks to shorten the sales funnel between content and purchase, and engages with consumers who are consuming more digital content and increasingly adopting e-commerce. Kraft is one of the CPG brand’s first partners with the platform and will be featured in 11 episodes.

These data, content and e-commerce activations can help Kraft Heinz capitalize on the gains it made during the pandemic, when consumers cooked more meals at home and often searched for familiar products like Heinz Ketchup. The company saw organic sales soar 2.5% in the first quarter of 2021 – an 8.7% increase from the first quarter of 2019, before the pandemic, by Barron’s.

The eccentric tone of the Hot Dog Pact – which could see merchants of complementary products embark on the effort to engage consumers online – follows on from previous efforts that played with the slow pouring speed and ubiquity of the iconic ketchup. by Heinz. In January, the brand in Canada launched a campaign inspired by a global experience in which dozens of anonymous people were tasked with “drawing ketchup” and most of them designed the Heinz bottle from memory. Heinz also rolled out a burger kit through an intentionally slow website and partnered with Burger King and Waze to reach consumers stuck in summer traffic.

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