The Objective
How do you take the most iconic condiments and make them even more relevant? TikTok!
Kraft-Heinz wanted to showcase the versatility of its products, and extend its realm of relevance on the dining table from being used on mostly-Western dishes, to anything at all, including traditional Middle Eastern meals.
The brand wanted to put Heinz on the table no matter what the dish is at the center, and create a campaign that was inclusive of all cultures and cuisines in the region, positioning Heinz condiments as a surefire way to elevate any meal, from french fries to shawarma and beyond!
The Solution
Heinz called on the community to participate in a Branded Hashtag Challenge, inciting them to share their unconventionally tasty #HeinzIt combos, with a focus on meals that were more traditional to the region. The brand enlisted the help of the TikTok creator community, partnering with key voices that represented different demographics and interests within their target audience.
The creators got the ball going, and set the tone for the challenge so that the larger community could follow suit. They harnessed TikTok's suite of creative tools, using native transitions and the power of sound, to produce TikToks that dramatically brought to life how a little Heinz can elevate the experience of any meal, taking it from dull and uninteresting, to fun and exciting in an instant.
With this, the brand was able to reel the community in on the action - driving mass participation and unprecedented engagement! The wider TikTok community was inspired by the activity and quickly jumped in on the action, sharing their own versions of unconventionally tastier meals through the #HeinzIt Challenge.
The Results
The results of the campaign did not disappoint. With over 33.6 million views in the Kingdom of Saudi Arabia and United Arab Emirates on the hashtag content, and approximately 2,400 UGC videos, Heinz succeeded in sparking a campaign that was echoed by the community, building a wave of advocacy that surpassed the brand's expectations.
The core objective of the campaign was achieved, with an uplift of 27 percentage points in the UAE and 23 percentage points in KSA amongst people who saw the ad, on the statement that Heinz "can be used across a wide variety of dishes."
The brand was also able to significantly lift Favorability by 25 percentage points in the UAE and 32 percentage points in KSA - further solidifying the brand as the preferred staple on the dining table; while influencing the lower funnel with an an uplift of 30 percentage points in the UAE and 24 percentage points in KSA on Purchase Intent - resulting in a full funnel win for Heinz!
