Kraft Heinz conducts Halloween promotion
Kraft Heinz has begun a Halloween promotion for its Heinz Ketchup brand called “57 Ways to Dine.” The effort consists of a horror movie created by the users of social media service TikTok. The first chapter of the movie, created by TikTok personality DancesInShadows, depicts a character named Dr. Heinzenstein, working in a laboratory to bring a bottle of ketchup to life. The company is inviting TikTok users to submit the remaining chapters. Until Oct. 21, consumers can enter by posting a video depicting ketchup being used in a horror movie scene. Various submissions will be selected for inclusion in the film. The grand prize winner will receive a $500 Heinz electronic gift ccard plus a Heinz Ketchup family costume set and an appearance in the movie’s premiere on Oct. 31. The campaign was developed by The Kitchen, with public relations and influencer activities by Middle Child and media work by Carat.
“Knowing how much ketchup has been used as fake blood in movies, we saw Halloween as the perfect opportunity to drive conversation at the speed of culture and insert Heinz Ketchup into this contextual moment,” says Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz. “Identifying these moments and hacking culture has become a key focus for us and our internal agency, The Kitchen. We’ve seen overwhelming success with crowd-sourcing from our fans in the past, so we look forward to seeing all our ketchup-lovers and horror-fanatics engage in a new way, showing us how they use Heinz Ketchup to be spooky this Halloween.”