Many people who have eaten a burger know what the combination of pickle and ketchup tastes like, prompting Heinz to take a novel approach to promoting its new pickle ketchup.
The “You Can Already Taste It” campaign, created by agency Rethink, encourages consumers to imagine the new condiment’s flavor and share their reviews without actually trying it.
The brand asked people on the streets of New York for their guesses on the taste of Heinz Pickle Ketchup. Their answers, revealed through a 30-second film, make up descriptors including “magic,” “zesty” and “burgery.”
“Just the thought of Heinz ketchup and pickles together can make your mouth water, as fans have an irrational love for the duo on grilling favorites,” Heinz brand manager Lizzy Goodman said in a statement. “After seeing fans describe what they thought our new pickle ketchup tasted like before it was even available, we were inspired to go where no brand has gone before with the first ‘no taste, taste test.’”
Consumers can share a pre-review at YouCanAlreadyTasteIt.com through July 3 to enter a sweepstakes awarding three winners with one year’s supply of Heinz ketchup.
Read more at AdWeek
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