Marketing strategy by ketchup brand
The “Ketchup to the Rescue” campaign by Curtice Brothers.Curtice Brothers, known for their organic ketchup, wanted to showcase its transformative power.They turned to Tripadvisor reviews to create a unique taste test.
Campaign Overview
The Problem :
Curtice Brothers, a tasty ketchup brand, wasn’t very well known. Some restaurants with bad reviews online might also be serving not-so-great ketchup!
The Idea:
Find restaurants with terrible reviews on TripAdvisor, a website for customer reviews. Send them FREE bottles of Curtice Brothers ketchup!
The Hope:
Maybe, just maybe, the ketchup would make the food taste a little better. If the food tasted a bit better, people might leave slightly more positive reviews!
How it Worked:
Curtice Brothers searched TripAdvisor for restaurants with super low ratings. They sent these restaurants free bottles of their ketchup. They hoped the restaurants would use the ketchup and maybe the food wouldn’t be quite as bad. If the food wasn’t quite as bad, customers might leave slightly nicer reviews! Curtice Brothers then turned these slightly nicer reviews into funny ads near the restaurants.
Impact and Results
It worked! Some restaurants did improve their reviews, going from “inedible” to “not the worst option.” People online found the whole thing hilarious and it gave Curtice Brothers a lot of free publicity!
Lessons Learned
A little humor can go a long way in marketing. Even small improvements can make a big difference. You can use online reviews in creative ways to promote your product.
