Looking for a slow diversion? One that's just as slow as pouring ketchup from a Heinz bottle? Well, the brand has created one: a 570-piece jigsaw puzzle whose pieces are an identical shade of red.
Sure, this is probably many people's idea of a nightmare. But for those who actually enjoy the challenge of monochromatic puzzling, it's a fun and very on-brand stunt. The puzzles, dreamed up by agency Rethink, are being given away in 17 countries. In Canada, for a chance to win one, you can visit @Heinz_ca on Instagram and comment on who you wish you could finish the puzzle with.
"Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands and puzzle popularity has skyrocketed, we wanted to help pass the time by connecting the two," says Brian Neumann, senior brand manager at Kraft Heinz Canada. "We're always looking to deliver fun, contextually relevant ways to give our consumers a smile, and this ridiculously slow, all-red Heinz ketchup puzzle seemed like the perfect fit."
"This crisis has been challenging for everyone, but within that, we've also found time to escape our culture of busy, and take things a little slower," Mike Dubrick, partner and creative director at Rethink, tells Muse. "And since that slow pour of Heinz ketchup is ingrained in our culture, who better to release a puzzle like this?"
"From a production standpoint, printers in Canada have been deemed an essential service, so the agency was able to print and cut all the puzzles within the country, Dubrick adds.
"I think it's great that Heinz is doing something to bring joy to people," he says. "It's OK to smile and laugh. We may need to now more than ever."
Title: Heinz Ketchup Puzzle
Client: Kraft Heinz
Head of Brand Build Communications & Innovation: Nina Patel
Senior Brand Manager: Brian Neumann
CCO: Aaron Starkman
Creative Director: Mike Dubrick
Art Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Erin Maguire
Strategist: Julian Morgan
Producers: Anna Tricinci, Todd Harrison
Photographer: Alex Butt
Print Producer: Narine Artinian
Editor: Tyler Erdelac
Account Services: Amy Greenspoon, Kai de Bryun Kops, Allie Kennedy,
Audio House: Vapor Music
Audio Engineer: Art Mullin