This summer, Heinz and Burger King have come together to reward its partner navigation app “Waze” users who remain calm despite heavy traffic jams and continue to drive at the same speed as its slow-pouring ketchup (0.045 km/hr). The Waze app will be used to identify these users who are stuck in traffic and when traffic slows, select slow-moving Canadians will be rewarded with a summer combo of Heinz Ketchup and an Impossible Whopper from Burger King.
This latest campaign from Kraft Heinz Company, the third-largest Food & Beverage company in North America titled ‘Heinz Bottleneck,’ has been launched in collaboration with Burger King, foreseeing the worse than usual summer traffic expected this year. The limited-time offer lasting from June 3 to July 4, 2021, aims to leverage the traffic situation. Winners are encouraged to share their reward moment with @Heinz_CA.
The campaign spot reveals the fun fact that Heinz ketchup pours out of the glass bottle at 0.045 kilometres per hour. The media buy for this 360-degree multichannel campaign is done by global media and marketing agency “Carat” and “Rethink” led creative and production. The 59-second spot for the campaign features user-generated content from Canadians stuck in traffic, along with social and digital OOH that displays relevant messaging whenever traffic slows.
Around eighty per cent of Canadians are planning to hit the road this summer, for either inter-city travel or weekend getaways. With more Canadians travelling in summer 2021, traffic is going to be a pain point. Canadians who download the Waze app will be served traffic-activated ads and will have the added benefit to check their speed for the chance to redeem this unique summer combo.
Daniel Gotlib, Associate Director, Brand Building & Innovation, Kraft Heinz Canada, said, “We want to help our fans see that going slow isn’t always a bad thing and reward them for enduring the terrible traffic jams.”
Back in 2019, Burger King has leveraged traffic in a similar context by collecting real-time data from users stuck in traffic in different parts of Mexico City. In a unique initiative, Burger King offered to deliver food to people stuck in their cars as they waited for traffic to clear up.