HEINZ
HEINZ
The Ask
How can we increase consumer loyalty for Heinz mustard?
The Insight
Heinz’s mustard sales are not only outshined by other mustard brands, but also their own product portfolio.
The Opportunity
Capitalize on the loyalty consumers have to Heinz ketchup, but also the loyalty that ketchup has to mustard.
It’s time to make it official.
I Now Pronounce You Ketchup and Mustard
TYPE & ICONOGRAPHY
OUT OF HOME & PROMO
Phase 1: Talking Stage
OOH teasing the budding relationship between ketchup and mustard, using traditional tropes to depict that this is a classic pairing. In other words, their “talking stage.”
Phase II: Hard Launch
It’s official! The couple’s relationship will be hard launched via storybook as opposed to a traditional brand book. The pages in the book will be placed as out of home ads during the second phase of the launch.
PACKAGING & DISPLAY
Each bottle features an ergonomic shape that fits together like a puzzle, held in place by a simple snap-lock mechanism.
Phase III: Tying the Knot
Introducing the Heinz Duo-Pack, a condiment packaging that pairs ketchup and mustard in an interlocking design. Perfect for picnics, barbecues, and on-the-go meals, the packaging allows consumers to purchase both condiments together, reducing clutter and waste while ensuring they always have the perfect combination at hand.
