CHALLENGE

Every Super Bowl, fans spend billions on beer, drink over 325 million gallons of it, and watch slow-pouring, celebrity-laden beer ads. The Big Game is dominated by Big Beer. And while ketchup is always at the table on the biggest party day of the year
— it sits in the background.

Heinz wanted beer’s buzz, without paying $8M for 30 seconds of it. So we hijacked beer’s most sacred symbol — to steal the Super Bowl.

SOLUTION

A week before the Super Bowl, we dropped “The KegChup” — a ten pound, 114 oz, beer-styled keg of Heinz. Then, we launched a campaign to bait beer using slow pours, the voice of the “Real Men of Genius”, and took over the world’s largest tailgate.

The drop worked. The internet went crazy, pre-sale sign-ups crashed our website, and the world’s largest beer brands couldn’t help but promote the KegChup for us. With the Kegchup, we took Heinz from the sidelines to the star of Super Bowl 60.

The results were the most engaged post in Heinz Ketchup History with1billion earned impressions, 5600% increase in Heinz x Super Bowl conversation, all with noting spent on SB spot.