Heinz has three grams of carbohydrates per ketchup packet and the brand is specifically speaking to runners with Run on Heinz, a new campaign that proposes a new way to refuel while running.
Heinz is introducing keystone-shaped running routes to Strava and MapMyRun that have been strategically mapped out with specialized GIS mapping software to pinpoint where runners can pick up a free packet of the brand's ketchup. Run on Heinz is launching in New York, San Francisco and Toronto, and it also highlights certain restaurants that carry packets of Heinz and celebrates runners who aren't afraid to make strides to the beat of their own drum.
As part of the unconventional campaign, Heinz is inviting runners to share their unique experiences on social media.
Runner-Targeted Ketchup Campaigns
The 'Run on Heinz' Campaign Helps Runners Refuel with Ketchup
Trend Themes
1. Customized-route Running - The 'Run on Heinz' campaign is introducing keystone-shaped running routes to Strava and MapMyRun that have been specifically mapped out for runners to pick up free ketchup packets.
2. Branded Refueling - Heinz is targeting runners with their campaign, offering a new way to refuel by providing free packets of ketchup along running routes.
3. Social Media Sharing - As part of the campaign, Heinz is encouraging runners to share their unique experiences on social media.
Industry Implications
1. Food and Beverage - The 'Run on Heinz' campaign presents an innovative opportunity for the food and beverage industry to collaborate with runners and provide unique refueling experiences.
2. Fitness and Health - By targeting runners, Heinz taps into the fitness and health industry, offering a branded refueling option that aligns with an active lifestyle.
3. Social Media Marketing - The 'Run on Heinz' campaign highlights the potential for social media marketing in engaging with runners and promoting personalized running experiences.