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Heinz Tomato Ketchup Tells Viewers To Skip

MediaInfoline December 22, 2017
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Heinz Tomato Ketchup is known for its impeccable quality and great taste and this Heinz Tomato Ketchup campaign is all about the “Taste That Grabs You”! The concept features mouth-watering food and how people are so engrossed in eating the Heinz ketchup that they ignore everything else.

When Heinz Tomato Ketchup aspired to spread its brand message of “The Taste that Grabs You”, the brand wanted to do so in a unique manner that grabs the viewer’s attention. Kraft Heinz in collaboration with digital agency FoxyMoron found an ingenious way to circumvent this using a quirky technique to create curiosity and keep the viewer hooked on. Most viewers on YouTube view pre-rolls as white noise before tuning into videos that hold their interest. These interactive pre-rolls are first of its kind, where unlike any other skip ad, the protagonist is so engrossed in eating that he/she tells the viewer to skip the advertisement and leave them alone.

This campaign consists of six pre-rolls ads wherein the protagonists do exactly the opposite and tells the viewer to hit the skip button! The videos then proceed to showcase how the protagonist enjoys the taste of Heinz Tomato Ketchup so much that they don’t care about their surroundings or anything else at all.

This helped build curiosity by telling the viewer to skip the advertisement within the first five seconds, followed by showcasing common and relatable individuals indulging in food with Heinz Tomato Ketchup.

By telling its viewers to hit the skip button, Heinz Tomato Ketchup created intrigue and got the viewers to watch what the pre-roll had to offer and the results did not disappoint!

Videos 

Heinz Tomato Ketchup| here

Heinz Taste That Grabs You Story Videos

1)      The Mother – here

2)      The Kid – here

3)      The Corporate Guy – here

4)      Mr Cool – here

5)      The Girl – here

Results

Completion Rate: 32% (Average Industry Rate = 15-18%)

View Rate: 30%

Brand Recall (First Quartile) Lift Rate: 52% (Average Industry Rate = 45-70%)

Brand Awareness Lift Rate: 15.8% (Average Industry Rate = 12-17%)

Total Impressions: 14.5 million

Total Reach: 7.50 million

Total Views: 2.3 million

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