Heinz’s Hidden Spots campaign was a clever marketing move targeting gamers in Latin America (primarily Brazil) in 2021. It aimed to connect Heinz ketchup with their favorite burger-eating moments, even during intense online games.
Campaign Overview
The Challenge:
Gamers often struggle to find safe moments to snack while playing online games with no pause button. Pausing could mean losing the match. This meant less burger consumption, a key pairing for Heinz ketchup.
The Insight:
Knowing 80% of gamers eat and drink while playing, and burgers are their favorite food, Heinz saw an opportunity.
The Solution:
Hidden Spots Maps: They created “Heinz Hidden Spots” – in-game maps highlighting the safest locations on popular games like Call of Duty: Warzone Pacific’s Caldera map. These were the perfect spots to grab a bite without getting caught by enemies.
Guerilla Tactics: Heinz didn’t directly advertise their product on the map. Instead, the map itself became the marketing tool, subtly associating Heinz with the perfect in-game snacking experience.
Influencer Marketing: Partnering with top gaming streamers, they spread the word about the hidden snacking havens.
Campaign Execution:
The maps were leaked to these influencers, sparking curiosity and excitement. The campaign leveraged the “hidden spots” concept to generate buzz and get gamers talking.
Analysis:
Heinz’s “Hidden Spots” campaign successfully leveraged guerilla marketing tactics to connect with gamers. Here’s what made it stand out:
Understanding the Audience: By focusing on the specific needs and challenges of gamers, Heinz created a valuable resource that resonated deeply.
Authentic Integration: The campaign didn’t intrude on the gaming experience. Instead, it offered a helpful tool that seamlessly fit into the gameplay loop.
Leveraging Influencers: Partnering with popular streamers ensured the campaign reached a large, engaged audience and fostered organic content creation.
Impacts:
The campaign was a hit! Gamers actively used the maps and even started searching for hidden snack spots in other games. It garnered significant social media mentions and impressions, with earned media exceeding paid media reach. This innovative approach likely led to increased brand recognition and association of Heinz ketchup with burger-eating moments, even in the fast-paced world of online gaming.
Impact and Results
There has been an 824% surge in dog adoption inquiries. Additionally, 52% of parents have applied to send their children’s items. As a result of the Pedigree Child Replacement Program, there has been a 16% increase in sales.
Lessons Learned
Humor and a touch of controversy can be effective ways to grab attention in advertising. Emotional connection is a powerful marketing tool. Focusing on a relatable experience (empty nest) resonates with the target audience.
