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Heinz Pickles Ketchup: Other MC’s, 2
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Heinz is always surprising its consumers with new products and experiences. In Brazil, it launched a pickles-flavored ketchup that soon attracted great public attention for its taste resemblance to... well... McDonald's. Despite the coincidence, you will not find the #1 Ketchup being served in any store of the famous fast food chain. So, Heinz decided to play with that by becoming "the Official Sponsor of the Other Mc's", in other words, the Official Sponsor of local McDonald's copycats. In Brazil, much like in other parts of the world, there are several small businesses that try to mimic McDonald's name and colors. To be more accurate, 11.540 Brazilian restaurants are named "McSomething", while there are only 850 actual McDonald's stores. Even though the local ones might lack some originality in their name choices, since they always end up borrowing those famous "MC" letters, these small businesses can be truly original in their flavors, with ingredients like eggs, corn, sausage, and others being added to the burgers to please the unique Brazilian taste. Inspired by this cultural phenomenon and by the belief that these small businesses can thrive as well and become as big as McDonald´s itself, Heinz and Brazilian ad agency Africa decided to give them a little push. Along with the campaign, the brand lent “Other Mc´s” its expertise in fields such as ingredients improvement, delivery system implementation, and visual design merchandising. On top of it all, it also provided them with a lot of Pickles Ketchup, so that all these original Brazilian recipes can now have the original “McTaste” they´ve always craved for. To boost advertising, Heinz also put at their disposal a selection of videos starring the most famous MC in Brazil: the funk musician named MC Don Juan, who has more than 10 million followers on his Instagram account. All videos can be customized and are available for use by all the “Other Mc´s” supported by the brand´s initiative. With this campaign, Heinz takes a step to enter a market where it has never been before, and results are already emerging. Heinz Pickles became the #1 food product on Amazon Brazil and experienced a 67% brand growth during the campaign, which resulted in a 42% NPS increase for the 1.102 “Other MC’s” accelerated on the program. Definitely, people are lovin it.
Design: Lucas Lago Related |
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