01 — The Big Idea
Heinz had launched a limited-edition product called Heinz Tomato Blood but there was no campaign created around it.
This is a spec work for 'If Heinz Tomato Blood had a marketing campaign.'
02 — Main Communication
"If it's Heinz, it's not horror."
03 - Experiential Activation
A man will be walking around with Heinz (disguised as fake blood) around his nose, lips and forehead.
The reactions of people being scared will be recorded, only to later see the man licking the blood and saying, "Yum!"
The billboard at Yonge-Dundas Square (Toronto) will display this ad while the man is walking around with Heinz (as fake blood) all over him.
These posters will be placed in supermarkets, in the sauce aisle.
Snapchat Filter
A halloween filter that shows fake blood all over the user's face. But below that, the copy reads "If it's not Heinz, it is horror."