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.