The brand is encouraging consumers to tag restaurants caught filling old bottles with generic product — or those suspected of doing so — on Instagram.
Dive Brief:
- Kraft Heinz launched a new campaign centered around restaurants filling Heinz ketchup bottles with product from other ketchup brands, according to information shared with Marketing Dive.
- “Ketchup Fraud” was inspired by a Snapchat post of a restaurant worker refilling a Heinz bottle with a generic brand. As part of the effort, Heinz is encouraging consumers to tag restaurants caught doing the same on the brand’s Instagram page, with the most tagged restaurant said to hear from Heinz.
- The campaign, developed by Rethink, will see out-of-home activations in New York and Chicago along with social media, newspaper and magazine advertising.
