Heinz Hidden Spots
Heinz
Issue 62 | March 2022
Agency
GUT SAO PAULO
Creative Team
Executive Creative Directors Murilo Melo, Bruno Brux Creative Directors Rainor Marinho, Murilo Santos, Juliana Utsch, Sofia Calvit Associate Creative Directors Pedro Rosas, Gabi Marcatto
Production Team
Production Company (Stop Motion) I Hate Flash Production Company (Visuals) ARMS Studio Production Company (Entretenimento) BBL Esports
Other Credits
Managing Director Val ria Barone Head of Account Management Alessandra Visintainer Account Directors Francine Pellacani, Joe Richardson Account Manager Mario Lion Account Executive Caio Palmeira Head of Strategy Amanda Agostini Strategy Director C sar Villas Boas Strategist Isabela Katayama Social Strategy Director Douglas Coelho Senior Social Strategist Deyse Albiach Client Chief Growth Officer Cristina Kenz VP Marketing LATAM Isabella Rizzo Brand Manager Thiago Stelle VP Sauces International Andr Fernandes Head of Comms Thiago Rapp Brand Director Ashleigh Gibson Marketing Director Cecilia Alexandre
Date
December 2021
Background
Gamers know that eating while playing games is a problem. They spend roughly eight hours and 27 minutes each week playing games and when it comes to Call of Duty, one of the world’s biggest video game franchises, it's nearly impossible to take a snack break during gameplay.
Idea
That all changed thanks to Heinz. To help gamers find the time to eat while playing their favourite video game, Heinz teamed up with ‘Call of Duty: Warzone Pacific’ to identify hidden spots in the new Caldera map for gamers to safely enjoy a welldeserved break from the action and, in real life, eat a delicious burger with Heinz.
Hidden spots were increasingly popular with gaming insiders, typically used to seek safety or gain advantage but also an under-the-radar trick for sneaking a toilet break and now a snack break.
The campaign launched with a TV ad that showed a gamer taking time out to eat and being killed in the game as a consequence.
Social media posts echoed the theme and YouTube and Twitch influencers played the new game, taking time out to eat a burger with their very own customised bottle of Heinz ketchup.
The campaign was extended from ‘Call of Duty: Warzone’ to other major games.
Results
Over 150 Hidden Spots mapped in 4 different games.
Over 80 hours of streamed content globally.
Over 220 million global impressions.
Over 45 million #heinzhiddenspots social mentions.
Our Thoughts
In the early days of gaming, players could hit a pause button. I’m told that there are no pauses in the complex, multi-player games of today. Taking a break can cost you dear. Identifying the problem and fulfilling the need the problem suggests is crucial for brands today. Rather than being followers of culture, they are actively involved. This gives them relevance and likeability. If you were to draw a Venn Diagram with three circles, one marked ‘Useful’, one marked ‘Usable’ and the third marked ‘Delightful’, this idea would sit in the sweet spot in the middle.
The element I liked most is the burger wrapping, which was also a map of the hidey-holes in the game.