YALIN KAYA

Social listening revealed a niche use for Heinz: long-distance runners were swapping pricey, unappealing gels for ketchup packets. However, finding Heinz on the go during a run isn’t always easy.

For irrationally-obsessed Heinz fans, whether at home or out on a run, It Has To Be Heinz.

Our target was runners using our packets and the broader running community. To engage them directly, we tapped into their favourite running apps and the global trend of GPS art. 

Using the apps’ built-in functionality, we designed keystone-shaped routes guiding runners to our packet locations. Heinz created keystone-shaped routes in six major North American cities: New York City, Vancouver, Toronto, Pittsburgh, Chicago, and San Francisco.

Using GIS mapping software, the routes utilized existing infrastructure and highlighted Heinz-partnered restaurants where runners could grab free ketchup packets. The maps were accessible for free on Strava and MapMyRun, the world’s largest running apps with over 160 million users.

The campaign reached 672M earned media impressions, with 1500 runners joining in and a 179% increase in social engagement.

The campaign inspired international coverage, appearing in major outlets such as The New York Times, USA Today, and Runner’s World. It also prompted other brands like Chipotle and Gerber to join the fun.