Choosing Ketchup Combinations with Heinz

Brand: Heinz
Partner: TikTok
Client: Hogarth

Project Overview

'Ketchup Tournament' TikTok Branded Effect

In an exciting first-time collaboration, Subvrsive and Hogarth joined forces to craft an innovative Branded Effect on TikTok for Heinz. The mission at hand was to support our masterbrand “Irrational Love” platform and give TikTokers a way to show their irrational love of Heinz tomato ketchup. The campaign, ‘Would You Rather… Ketchup Edition,’ invited TikTokers to make intriguing choices between peculiar food combinations paired with the iconic ketchup, with options we knew would divide the nation. Users were asked to jump in and share their own weird and wonderful combinations with Heinz ketchup, providing further debate.

Work

Building Interactive Content

Leaning into the co-creation capabilities that TikTok is known for, our team sought to develop a truly interactive experience that would inspire ketchup fans on TikTok to join in and create their own user-generated content.

By leveraging TikTok's features and actively involving the community, the AR campaign celebrated the love for Heinz tomato ketchup, reinforcing the brand's resounding message that no matter the food pairing, when it comes to ketchup, it has to be Heinz.