Some things in life are worth the wait—at least, that’s what ketchup company, Heinz believes.
The food company knows that in today’s world of instant gratification, pouring ketchup out of a bottle can require a bit of patience. As such, the brand decided to put consumer patience to the test by adding a 57-minute long loading screen to its website until February 28. Those curious to see the stunt will find a signature red screen and the lonely silhouette of an empty ketchup bottle. If vistors manage to hold on the full waiting period, they’ll be rewarded with a satisfying image of ketchup being poured generously over a pile of hot, crinkly fries, plus a chance to win a Heinz Burger Kit designed for “family burger night.” The kit consists of a red spatula, special apron and grill mitt, napkins and plates, plus portions of Heinz Ketchup, Mustard, and Sweet Relish (the burgers themselves are not, sadly, included). The test of patience was also promoted to the brand’s 161,000 Instagram followers with the phrase “If you have to wait, it has to be Heinz”.
The quirky promotion is the latest in a series of sweet-and-sour pushes the company has been doling out, such as a 570-piece all-red jigsaw puzzle and a contest requesting consumers to draw ketchup. The initiatives pay homage to the brand’s “57 varieties” heritage and reflect the need for things to do amidst the doldrums of the pandemic. The digital prank also puts a spotlight on Heinz’ history of strong site traffic and web authority, in addition to a niche-y, but engaged audience according to Gartner’s Digital IQ Index: Food & Beverages, where the brand boasts a Gifted spot.
Adding a glob of gamification to your digital marketing playbook could prove successful, especially as consumers continue to crave unique distractions during the pandemic.