Since launching its “It Has to Be Heinz” brand positioning, the brand has combatted ketchup fraud, claimed its status as a summer essential and created a tattoo-ready label. This Valentine’s Day, the brand is appealing to its most devoted fans with the release of an “Emotional Support Ketchup Bottle.”
“We’ve always known there are beautifully irrational things our fans do because of their love for Heinz ketchup, but launching our new creative platform ‘It Has to be Heinz has unlocked so many more than we ever could have expected,” said Navjit Dhillon, associate brand manager for Heinz, in a statement. “One of our favorite behaviors is that fans take their Heinz bottles with them everywhere, so they are never in a ‘ketchup-catastrophe.’ In honor of the time of year with the most irrational acts of love – the season of love – we wanted to create the equivalent of the trendy emotional support bottle for Heinz fans everywhere, and as such, the Emotional Support Ketchup Bottle was born!”
While most so-called emotional support bottles are filled with water for sipping and hydrating throughout the day, Heinz’s new bottles enable fans to have their favorite condiment available at all times. The limited-time bottles, available only through Amazon, feature the iconic Heinz ketchup bottle with a perfectly sized cap suitable for sipping, never-before-seen Heinz stickers for personalization and a handy carrying strap.
To promote the Heinz Support Ketchup Bottle, the brand, in partnership with agencies Wieden + Kennedy and Carat, will run a paid social campaign on Instagram and TikTok, targeting younger consumers. The brand is also partnering with lifestyle and foodie creators to dress up their own Emotional Support Ketchup Bottle with the branded stickers and to take followers along for a day in the life with the bottle.
