The Last Drop Campaign -Heinz

Since launching its global platform “It has to be Heinz,” the food brand has quickly responded to local trends, allowing it to create its latest ad very fast.

Heinz says it moved “at the speed of culture” to make its latest ad in just five days, trying to match the energy of social media.

Inspired by a social media video of a mother licking spilt ketchup off her baby, the new ad campaign “The Last Drop” shows people licking Heinz products off sleeves, shirts, keyboards, and other surfaces to get every last drop, reinforcing the message “It has to be Heinz.”

This idea fits with the global “It has to be Heinz” platform, based on the insight that fans go to great lengths for their favorite Heinz products. It also helps the Heinz marketing team create local campaigns under a global theme. Thiago Rapp, Heinz’s director of taste elevation and masterbrand, told MarketingQuickfire that the new approach sparked a lot of creativity by focusing on deeper consumer insights.

“This is just the start. Our goal to become the most irresistible food brand in the world has changed our thinking. We want to be like Apple, Nike, or Lego. Once we set up this platform, ideas started flowing,” he explains. The marketing team has been learning and testing since launching “It has to be Heinz.”

“It’s been very helpful to see how we can quickly pick up new opportunities and play with our ideas,” says Rapp. “The biggest change has been in our mindset. We have well-planned campaigns, but we also leave room to react quickly.” This flexibility is key for a brand that wants to stay in touch with consumer feelings and online trends. “We’ve learned to be more reactive and genuine,” Rapp continues. “When we find an opportunity that matches the brand and a real consumer insight, we can respond fast and show the brand authentically.”

The platform encourages creativity and quick idea development, leading to ads like “The Last Drop.”

“The Last Drop” will be shown on social media and outdoor channels. Though it was made for the UK market, it might be seen in other places too. “With our global platform, we’re already in touch with teams in Europe and North America, so this campaign might spread,” says Rapp.

The campaign was made in Brazil by Le Pub Brasil and Publicis Benelux, using an in-house approach that uses global resources. The choice of a Brazilian agency was due to its quick reaction time.]

“Great ideas have no borders. Whether an idea comes from Brazil or Australia, we can pitch it to other markets,” says Rapp.

Campaigns like “The Last Drop” have a profound impact on both the brand and its consumers. By aligning with the global platform “It has to be Heinz,” the campaign strengthens the brand’s identity, reinforcing the core message that Heinz products are worth the extra effort. This consistent messaging helps solidify Heinz’s image in the minds of consumers.

Such campaigns also increase engagement. When consumers see relatable, real-life scenarios in advertisements, like a mother licking ketchup off her baby, it resonates with them on a personal level. This heightened engagement leads to more interaction on social media and other platforms, fostering a deeper emotional connection with the brand.

The rapid creation and launch of “The Last Drop” demonstrate Heinz’s agility and creativity. The ability to quickly respond to current trends and social media moments keeps Heinz’s marketing fresh and dynamic. This approach not only sets a precedent for future campaigns to be equally responsive and innovative but also showcases the brand’s flexibility and willingness to adapt.

Brand loyalty is another key impact. Highlighting the lengths to which fans go for Heinz products can enhance consumer loyalty. Seeing such dedication in ads might make consumers feel a stronger connection to the brand, encouraging them to continue choosing Heinz over competitors.

Moreover, the global scalability of the campaign expands Heinz’s market reach. Although “The Last Drop” was initially developed for the UK market, its adaptable nature means it can easily be tailored for other regions. This helps maintain a consistent brand image worldwide while addressing local market nuances, potentially increasing Heinz’s global market share.

Authenticity is crucial in marketing, and by reacting to real-life situations and consumer behavior, the campaign appears more genuine. This authenticity builds trust with consumers, as they perceive the brand as attentive and responsive to their needs and experiences.

Driving sales is a direct benefit of engaging and relatable campaigns. Reminding consumers of their love for Heinz ketchup can increase their likelihood of purchasing it, leading to a boost in sales. Additionally, the success of “The Last Drop” can inspire future marketing efforts. Demonstrating the effectiveness of quick, culturally relevant campaigns encourages Heinz to continue exploring new and creative ways to connect with consumers.

Campaigns like “The Last Drop” significantly enhance a brand’s visibility, engagement, and consumer loyalty. These campaigns contribute to the brand’s long-term success and presence in the market, showcasing the power of timely, relatable, and authentic advertising.