Heinz moving at the speed of culture with Last Drop Campaign

An ad created in just five days sounds like madness, but that is what Heniz has done with its latest ad “The Last Drop”. 

The campaign, which was inspired by a video shared on social media, of a mother licking spilt ketchup off her baby to avoid wasting it, was launched on 28th March shows a range of consumers licking Heinz products off sleeves, shirts, keyboards and other surfaces. All to get to the last drop. 

The message that ‘It has to be Heinz’ is reinforced to explain this odd behaviour, as the image chimes with the overall ‘It has to be Heinz’ campaign that the company is running. The overall campaign was launched after the company received insight that consumers will go to great lengths to get their favourite Heniz products.

As such, the campaign is looking to reinforce this messaging and is serving as a springboard to allow the Heinz marketing team to create more localised campaigns under the global umbrella. 

By bringing their ‘last drop’ ad to market, the company is both meeting this desire to reinforce their messaging and to show that they can “move at the speed of modern culture” and meet demand there and then.

Such an approach is likely to become much more common, as Heinz looks for deeper consumer insights to fuel creativity and drive up demand and sales.