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This Heinz Marketing Stunt Rebrands Ketchup as 'Chicago Dog Sauce'

 - Jul 19, 2017
References: apfco & adweek
This rebranded condiment commercial highlights a fun challenge to regional norms.

Chicago is a notoriously anti-ketchup city. Many hot dog puritans would scoff at the thought of putting the tomato and vinegar-based sauce on their dogs. To combat this, Heinz pulled a classic misdirecting stunt to trick Chicagoans into putting ketchup on their hot dogs. The condiment company rebranded the ketchup as 'Chicago Dog Sauce' and held a blind taste test to see if people liked the taste of the secret sauce.

As it turns out, many Chicagoans loved the taste of ketchup on their hot dog and were surprised to learn the truth of Heinz's rebranded condiment. Heinz is now selling bottles of 'Chicago Dog Sauce' online. This marketing stunt shows a classic way of altering consumer perception and proves it is possible to change the minds of stubborn consumers with a little redirection.