This crazy 570-piece puzzle will leave you seeing ALL RED!
It’s because these campaigns are fun, unconventional, creative and not necessarily expensive! Keep reading to learn how this ketchup brand poked fun at jigsaw puzzles and made its target audience see ALL RED!
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This crazy 570-piece puzzle will leave you seeing ALL RED! Puzzles are a lot of fun! Trying to finish a large one might take a lot of time, but piecing it all together is so satisfying! Seeing the final image is definitely worth it. But… what if we asked you to complete a puzzle where EVERY piece looks the same?! This is exactly what the ketchup brand, Heinz, did last May 2020. Following the trend of unusual jigsaw puzzles released in the past few months of 2020 (transparent jigsaw puzzle, anyone?), Heinz, in collaboration with Rethink Canada, released their own 570-piece puzzle.
Each piece is colored in the same shade of red, just like their ketchup!
The puzzle is designed to poke fun at how difficult it is to get ketchup out of a bottle… … probably the same infuriating experience you’ll get trying to piece it all together! With the quarantine encouraging everyone to stay indoors for the time being, Heinz thought it would be fitting to make their own puzzle for people to solve at home. According to the Kraft Heinz Canada Brand Manager, Brian Neumann: “Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands and puzzle popularity has skyrocketed, we wanted to help pass the time by connecting the two.” When this was first announced, you could only get your hands on the puzzle by winning a competition. Only 57 puzzle sets available!
Due to insistent public demand, Heinz announced a few weeks after the competition that people can now order their own ketchup puzzle online. The puzzle kept people at home. They spent hours solving it and scratching their heads! Heinz raised USD 10,700.00 (target sales of the puzzle in the US) to donate to Feeding America. That amount is equivalent to 107,000 meals for families in need! This guerrilla marketing campaign helped generate a lot of buzz around the brand, leaving ketchup lovers amused and happy! Guerrilla marketing lets you think outside the box to find surprising and unique ways to promote your brand. Heinz took this approach and created a puzzle that left everyone “seeing red.” You can do something similar for your brand too! You can launch your own “weird” product, or even promote a product in an unexpected way. You can also set up a marketing stunt that would surprise your audience! Think of something out of the box like placing a beer tap on a billboard, performing a safety demonstration in front of 65,000 people, or creating a shocking movie preview! Guerrilla marketing allows you to have a bit more freedom to try out different promotional tactics. You can go for the shocking and unusual to amaze those that encounter your brand! Sometimes, going for something different helps you produce the best results. By following Heinz’s example, you too can create your own guerrilla marketing campaign that will surely generate enough buzz and hype so people can’t stop talking about your brand!! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about Cebu Pac Rain Advertising? See it on next week’s Gorillas of the Guerilla Marketing! |
