Ketchup-Dispensing Billboards Appear Outside Restaurants That Don't Offer the Condiment

Some dining establishments don't offer condiments. Heinz simply won't stand for that.

So, the brand devised a clever way to make ketchup available to customers who crave it: "smackable" billboards with ketchup dispensers, placed outside no-condiment eateries.

"Smack for Heinz" billboards will appear throughout Chicago, near The Wieners Circle and Navy Pier and a certain fast food chain with golden arches that doesn't use Heinz.

Users simply smack the upside-down bottle of ketchup on the billboard to dispense a few packets.

Here's a :60  from Rethink, filmed earlier this month in Chicago and New Haven. Louis Lunch, a Connecticut gem, famously has a no-ketchup policy for its hamburgers on white toast.

"Our 'Smack for Heinz' campaign creative features our brand taking on famous anti-Heinz ketchup restaurants across the country—proving the lengths Heinz fans will go to get their beloved ketchup when they need it most," says Lizzy Goodman, brand communications manager. "Earlier this month, our team captured the creative by placing a smackable, Heinz ketchup dispensing billboard outside places where ketchup is plain polarizing, including New Haven and famous Chicago hot dog shops."

The brand plans to launch a website—SmackForHeinz.com—where consumers can report restaurants that don't serve Heinz. Some of these establishments will soon see a smackable billboard nearby.

"When filming content in New Haven, we certainly received some comments from locals passing by, given ketchup's polarizing reputation there," Goodman tells Muse. "However, we have not received major pushback—in fact, the Chicago establishments where our billboards will live are fully on board to participate."

CREDITS

Kraft Heinz
Nina Patel, Head of Brand Comms North America
Megan Lang, Director, Brand Comms
Jacqueline Chao, Sr. Brand Manager
Lizzy Goodman, Brand Manager
Jenna Thornton, Director of External Communications & PR, North America
Alexandra Lieberman, Manager, North American Brand PR and Media Relations

Rethink
CCO: Aaron Starkman, Mike Dubrick, Daniel Lobatón
CSO: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Zachary Bautista, Geoff Baillie
Writer: Geoff Baillie
Art Director: Zachary Bautista
Head of Strategy: Julian Morgan
Strategist: Emma Bayfield
Director of Integrated Content - Print/Studio:  AJ Merrick
Director of Broadcast Production: Shelby Spigelman
Director of Integrated Content: Todd Harrison
Producers: Terri Winter, Kyle Hicks, Tricia Lapidario
Production Co: Mt Vernon Entertainment
Executive Producer: Ken Franchi
Line Producer: Ken Franchi
Post Production: R+D Post
Editor: Leigh O’Neill, Thais Maranho
Colourist: Hardave Grewal
Online/Motion Graphics: Hardave Grewal
Sound Engineer: Aaron McCourt
Post Production Supervisor: Shannon Ing

Production Co.: FUZE Reps
Photographer: Adrian Armstrong
Studio: Todd Bennett, Carl DeVouge

Production Fabrication: wonderMakr
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: David Greisman, Lindsay Magrane
Account Supervisor: Rachel Cloth
Account Manager: Bhumika Baweja

Carat
Sean Cooray, VP Planning US
Nicole Tarazona, Associate Director
Micahya Byrd, Sr. Manager
Elizabeth Schueler, Sr. Associate

The Kitchen
Yalin Kaya, Senior Social Strategist
Marco Cianfagna, Account Director
Benjamin Badiuk, Social Media Manager

Zeno Group
Missy Maher, Head Foodie
Courtney Pischke, EVP, Media
Alysa Winkler, VP
Bethany Roth, SAS
Veronica Smith, AS
Amelia Bogert, SAE
Lulu Saias, AE