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
"Is it Heinz or horror?"
03 - Experiential Activation
There will be pop-up placed at Yonge-Dundas offering dishes made with Tomato Blood Ketchup.
People guess whether the dish is made with regular ketchup or Tomato Blood. Live reactions and testimonials from the pop-up will be recorded.
The billboard at Yonge-Dundas Square (Toronto) will display this ad while people try out the "Taste Test".
These posters will be placed in supermarkets (No Frills, Walmart, Loblaws, Longo's) in the sauce aisle.
Snapchat Filter
A halloween filter that shows fake blood coming out of the user's nose and eyes. Below that, the copy reads "If it's not Heinz, it is horror."