Heinz has introduced a new product — the Heinz Ketchup Zero — which is formulated to contain neither sugar nor salt while purporting to retain the brand's characteristic flavor profile. The product launch was supported by a multifaceted promotional campaign in Dubai, which was designed to generate public engagement through a blend of physical and digital activities.
A central component of the Heinz Ketchup Zero marketing campaign was an interactive, talking refrigerator that traveled to various locations. The appliance presented members of the public with challenges they had to complete before a midnight deadline to receive complimentary bottles and vouchers.
This experiential marketing was supplemented by a narrowly timed e-commerce initiative on the Carrefour Now platform, which offered financial incentives to customers who purchased the product within a specific one-minute window after midnight.
Image Credit: Heinz
