Heinz "Top This!"
Advertising
Social Media
Promotions
Project Description
Heinz tasked Smith Brothers with finding a way to rejuvenate consumer interest in their flagship ketchup product, which was lagging in sales. We found an insight in existing consumer research - while people loved the brand, they actually used it far less than they thought. Smith Brothers' ensuing Top This! campaign invited consumers to express their passion for topping their favorite burgers and fries with Heinz by making the next great Heinz Ketchup commercial and posting it online (for a chance to win $57,000). Over 8,000 consumer-generated commercials were posted, and received over 10 million views.Client
HeinzTags
CPG
Food
Beverage
Consumer Packaged Goods
Promotion
TV
Website
Social Media
Content
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