Heinz 15 Minutes of Flavor

In a post-Travis-Scott-Meal, Ryan-Reynolds-Aviation-Gin, Justin-Bieber-TimBits world, celebrity tie ups are the quickest way to get the internet abuzz. So when Heinz told us they had six new sauces to launch over a course of six months, we knew what we had to do. Hollywood here we come.

The only catch? We didn’t have a lot of money to get those big-budget names. Oh and those sauces, they’d drop once and disappear forever.
So if we had a whole bunch of one-hit wonders on our hands, it only made sense to tie up with one hit wonders to become the face our each sauce.

We hedged our bets on TikTok and leveraged the fleeting fame of our stars to bring folks into our stores.

“We're suckers for this stuff. It's instantly familiar and comforting. It reminds us of a time when we had more hair!”
- Muse by Clio

“Embracing the art of one hit wonders”
-Hypebeast

“Too many people are calling stores after the sauce has run out”
- Irate Parsons manager

Results

15 Minutes of Flavor is ongoing and will wrap in December 2023, so our results are still rolling in.
To date:

• 450 Million Impressions

• 100% Positive Sentiment

• Campaign featured on: CBS Morning Show, NBC, FOX and 30+ unique national & local news outlets.

• Month-on-month sauce sell outs within one week of launching.

• Organic outreach from other customer-restaurants to sell sauces in stores

• All industry & platfrom benchmarks beaten
  

Credits: Liam Johnston - Art Director