Heinz is really doing it up with promotions to support its Super Bowl investment this year.
In addition to a spot in the game created by Wieden + Kennedy, its doing a narrowly targeted
sweepstakes (orchestrated by HelloWorld), to help console fans whose teams didn’t make it the big stage. They can enter a competition for a flight refund.
The company has also confirmed
it’s doing a much broader sweepstakes (from Blue Chip, Equator Design and Merkle) that ketchup lovers across the country can participate in to win thousands of prizes, like a catered
“grill-out party.” It’s called the “Heinz Bottle Matchup.”
I don’t think my building in NYC would permit the grill-out party (fire regulations etc.), but
like I said, it’s a national effort. So good luck to all the BBQ-grilling-inclined suburbanites out there.
advertisement
advertisement
It definitely doesn't hurt to give people one more reason to stay tuned when
you've shelled out millions to run a spot in the game.
The in-store promo runs through Feb. 3. For every specially marked bottle number a fan picks up that matches a number in the final score
of the big game, they can visit this special site for a chance to win a prize.
Blue Chip tested the concept with hundreds of
ketchup-loving football fans and found more than 80% were motivated to participate. Blue Chip worked with Equator Design to redesign the label and Merkle’s Promotion & Loyalty Solutions
Group to design and run the sweepstakes.
“We needed something to stand out in stores among all of the promotions this time of the year,” said Jason Geis, vice president-group
creative director at Blue Chip. “For most people, the football playoffs are about eating and rooting for their favorite team. We created our own game within that spirit. And we're giving people
another reason to pay attention to the game."