Copyright Yalin Kaya
© All rights reserved.
Heinz Gravy
Gobblin' Mode
BRIEF
In the 2023 Holiday season, Heinz wanted to show how holiday leftovers can be as delicious as the main; driving purchase and social conversation.
CHALLENGE
- Leftovers after holidays feel boring and repetitive, losing their initial excitement and taste.
INSIGHT
People find leftovers undesirable;however, they want to learn effortless ways to make them exciting.
63% of people throw away ~8 pounds ofThanksgiving leftovers because they were no longer edible. Source: OnePoll,2021
3 million social media mentions ofThanksgiving leftovers in the last 13 months. Source: Talkwalker, 2023
STRATEGY
We wanted to show that when people use HEINZ Gravy, the excitement doesn’t end with the feast, it lives on in every meal.
Then, our idea came. We wanted to show people that they can embrace the indulgent, slovenly and downright ugly delicious side of leftovers with Gobblin’ Mode.
ORGANIC SOCIAL RESULTS
