Bacon Ad
Heinz
Issue 49 | December 2018
Agency
Africa
Creative Team
Chief Creative Officer: Sergio Gordilho Executive Creative Director: Otavio Schiavon Creative Director: Alvin Shiguefuzi, Marilu Rodrigues, Paulo Medeiros (Feijao) Copywriter: Diego Ferrite Art Director: Caio Gandolfi
Production Team
Image production: NOYZE
Other Credits
Client Services: Marcio Santoro, Paula Coelho, Mariana Ferreira, Gabriel Naccarato Media: Luiz Fernando Vieira, Francisco Custódio, William Aveiro, Tatiana Akemi, Bianca Navega Planning team: Rodrigo Maroni, Aldo Pini, Fernanda Valéria, Daniela Ferrari, Marilia Ramos Special Projects: Monique Lima, Juliana Leite, Isabela Levy Approved by: Isabella Rizzo, Thiago Rapp, Mariana Brandi
Date
August 2018
Background
All around the world Heinz has an uncountable Ketchup variety, but in Brazil it has only 3 different kinds. After a long period without launching any product, Heinz is launching in Brazil its Caramelised Onion & Bacon Ketchup.
Idea
A fun and tasty action distributed pieces of the “tastier ad in the world”: edible bacon strips marked with an exclusive iron bar at high temperature ‘HEINZ BACON’S ARRIVED’ to launch the product. The distribution was made using food trucks. In partnership with burger places some sandwiches they sold during Bacon Day week also displayed the bacon ad, helping to promote the arrival of the new Heinz Bacon
Results
Brand awareness was raised and it became a topic on social media conversations, but more important than this is that they were able to talk with the real bacon lovers on the place they like the most: the bacon itself. An assertive and direct communication to a new product launching. 12 thousand bacon slices were distributed, 6.995.000 unique users were reached through paid media on FB and Instagram, and more than 1 million people reached by PR coverage around the world.