Do you see what I see?

Kraft Heinz’s latest ketchup campaign is inspired in large part by insights that emerged from social listening.

The new “It Has to be Heinz” campaign dramatizes real-life behaviors that brand loyalists have displayed on social media and in news articles.  The introductory anthem ad shows people smuggling it into fancy restaurants, getting tattoos of the logo, stealing it from hotel food trays, and putting it on ice cream.

A print campaign called “Ketchup Fraud” playfully ridicules restauranteurs habit of sneaking off-brand ketchup into Heinz bottles – a behavior that also first showed up on social media and which the brand later confirmed was a common practice.

As Marc Duran of the agency Wieden + Kennedy puts it to MediaPost, “Heinz pops up everywhere, from glove compartments to rockstars' riders, the TSA's most-confiscated-items list, and even the International Space Station. Once you start tuning in to those irrational true stories, they just keep pouring in.”  (Pun intended, perhaps.)