Heinz Ketchup is riffing on its reputation for delayed gratification with a tongue-in-cheek Canadian rewards program that celebrates the infamously gloopy pour of the viscous condiment.
Boffins have now scientifically measured the rate of flow at a patience-fraying 0.045km/h, prompting the brand to reach out to others living life in the snail lane with an innovative rewards program.
Teaming up with Waze and Burger King, the sauce specialists will dish out complimentary Heinz Ketchup and an Impossible Whopper to any drivers who clock in at 0.045km/h when using the GPS navigation app.
By lubricating bottlenecks with tomato sauce, Heinz is positioning itself as a fifth emergency service for road users this summer as people hit the road en masse to seek out some sun and solitude, but end up seeing more red lights than red sauce.
Daniel Gotlib, associate director, brand building and innovation at Kraft Heinz Canada, said: “Surprisingly, many people don’t know that Heinz pours out of our glass bottle at 0.045 kilometers per hour. And with more Canadians potentially on the road this summer, whether within their cities or for weekend getaways, traffic is going to be a pain point we all may need to get used to again. We want to help our fans see that going slow isn’t always a bad thing and reward them with the delicious, iconically slow-pouring Heinz Ketchup for those terrible traffic jams.
“We are thrilled to team up with Waze and Burger King to bring Canadians the meal synonymous with summer, and after sitting in weekend traffic, we know there is nothing more satisfying than a delicious burger with Heinz Ketchup.”
Running from June 3 to July 4, the campaign will dish out traffic-activated ads to Waze app users across Canada.