David Jenkins

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Matt Shoom-Kirsch

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HEINZ KETCHUP 

In the face of heighted competitive activity, right ahead of grilling season and the peak ketchup sales period, Heinz set out to sell more ketchup during February and March, a time of year when people don't traditionally have a real need for it. The goal being to “pantry load” before a newcomer entered the market.

 

In this campaign, Heinz helps parents handle dinnertime negotiations with the help of Jack Cambria, a former head of the NYPD Hostage Negotiation Team. Jack shares negotiating tips used by the pros, reminding parents the only solution is to always have Heinz Ketchup. A buy-one-get-one-free offer accompanied the online campaign, enticing American families to stock up on Heinz Ketchup, so there wasn’t a reason to buy the competition come June. 

 

The campaign garnered billions of impressions, the brand had its highest market share to date and most importantly, record sales.