Heinz Gets Spicy with Savvy Pop-Culture Campaign

Heinz Gets Spicy with Savvy Pop-Culture Campaign

News by Anja PaspaljAnja Paspalj
Published: August 28, 2023

Heinz is aiming for the pop culture trend of trying the spiciest food to highlight its new campaign “Stupid Good, Not Stupid Spicy.”

Inspired by real-life 911 calls made by people who went too far with spicy experimentation, the food processing company partnered with the independent creative agency Rethink for a 360-degree campaign that brings “stupid good” instead of “stupid spicy” back to life.

The campaign promotes Heinz’s freshly launched line-up of spicy ketchup flavors - Chipotle, Habanero, and Jalapeño - bringing an enjoyable level of spiciness to its consumers.

“Pop culture has always loved spicy food. While extreme spice makes for great entertainment, it’s become more about burning off your tastebuds for likes than enjoying a meal. This allows Heinz to say what most of us are feeling: more flavor, less pain, please,” said Julian Morgan, the Group Strategy Director at Heinz. 

“Stupid Good, Not Stupid Spicy” is set to run until September 10 and will include OOH advertising in some states, such as Chicago and Pittsburgh.

Most interestingly, the campaign will target existing spice lovers through social media marketing using data-driven insight, ensuring that they hear about Heinz’s spicy offer through TikTok, Instagram, Snapchat, Amazon, YouTube, and The Trade Desk.

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“Spiciness used to be about the combinations of flavors and spices rather than how much a food can make you sweat. With this latest campaign, Heinz wants to remind heat seekers everywhere that they can enjoy the spice that they crave and great taste,”stated Jacqueline Chao, the Senior Brand Manager at Heinz. 

By tapping into a trending pop culture topic, Heinz is making sure its campaign does not fall on deaf ears.

Edited by Nikola Djuric

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