Genius marketing??

@roiinmarketing

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Why it worked

The campaign leveraged a common consumer frustration (being served fake products) and turned it into an engaging, shareable story that empowered customers to become brand inspectors, leading to viral spread.

Summary

This video explains how Heinz launched a genius marketing campaign to combat restaurants refilling their bottles with fake ketchup. By identifying and printing the exact color code of their ketchup, Heinz enabled customers to easily spot counterfeit products.

Structure

1Restaurants scamming customers with fake ketchup
2Heinz launches a genius marketing campaign
3Identifying and printing the exact color shade
4Customers can now verify authenticity
5Campaign went viral

Product placement

Heinz (Acts: This is the brand of ketchup being discussed and demonstrated. Its distinctive color and packaging are central to the marketing campaign. Removing it would fundamentally change the video's subject.)

Call to action

What do you think of this marketing campaign?

Original caption

This is wild marketing. 🤯 Would you check the label? #marketing #advertising #branding #viralmarketing #creativecampaign

More from @roiinmarketing

Their other posts in the index, biggest breakout first.

On-screen text

Genius marketing?? FAKE HEINZ this is marketing were customers ketchup the whole into a marketing AND AGAIN here's what restaurants LOOK AT THE COLOR Heinz bottles with cheap knock offs LOOK AT THAT ONE and then customers no idea did genius found the of their and printed FOR HEINZ TOMATO KETCHUP'S UNMISTAKABLE RED and put Heinz ketchup bottle colour it was TO CREATE A DEPENDABLE AND RELIABLE PRODUCT TRUTH every could just it was Heinz by looking restaurants choice couldn't fake the colour thing went viral brand you think campaign?

Transcript

This is wild marketing. Restaurants were scamming customers with fake ketchup and they got caught. And the whole thing turned into a Genius marketing campaign. Here's what happened. Restaurants were refilling Heinz bottles with cheap ketchup knockoffs. And then they were serving it to customers who had no idea. So, Heinz did something genius. They found the exact color of their ketchup and printed it out and put it on their Heinz bottles. If the ketchup inside the bottle didn't match the color shade, it was a fake. Now every customer could just verify whether it was the real Heinz ketchup by looking at the bottles. Restaurants had no choice anymore. They couldn't fake the color match. The whole thing went absolutely viral. Every customer turned into a brand inspector. What do you think of this marketing campaign?