HEINZ AND PLASTIC EXPIRY DATE
Whether you are looking to launch a new product or tap into a topical subject, choosing the right time to get your PR out is essential. Too early and the impact will be underwhelming, too late and you will have missed the boat. But if you get it just right, it can be magical.
Over the last month there have been some perfectly timed campaigns, including Wiley and Papa John’s spicy beef pizza, Twitter’s billboards on the London Underground and Rory Stewart’s #ComeKipWithMe campaign. We highly recommend checking them all out, but here’s our favourites:
The beginning of the year is always earmarked by awards season, with the Golden Globes, SAG awards and the BAFTAs, all celebrating the best in film and television. The highlight of awards season though has to be the Academy Awards. Ahead of this years’ Oscars, iconic brand, Heinz, launched a campaign to highlight Ketchup’s starring roles within some of the biggest films of all time, including When Harry Met Sally and Grease.
To start with, the company set up an IMDb page for its Tomato Ketchup to raise awareness of the ‘overlooked actor’. After being taken down by the site, the company swiftly took to social media to rally fans for support. Offering free ketchup in return for finding movies which featured Heinz’ Ketchup.
We also love the fact that Heinz was able to improvise after IMDb took down its initial page, which may not have been planned. An agile PR team can turn a campaign-killing turn of events into even more noise for the brand.
Why we like it: The campaign was perfectly timed. In the wake of social outcry at the numerous acting snubs throughout awards season, Heinz launching its own campaign about its ‘acting’ roles being overlooked piggybacked on an incredibly topical subject. This not only brought further attention to the problem within the industry, but also promoted its infamous Ketchup at the same time.
Plastic expiry date
The threat of climate change has never been more clear, with the use of plastics coming under increased scrutiny. Deciding that action needed to be taken, young creatives Gagandeep Jhuti and Joe Foale-Groves began a grassroots movement to make the plastics issue clear to both supermarkets and shoppers.
The pair created ‘please recycle me’ stickers which also clearly state the year that the plastic packaging made today would disintegrate – 2499. There were more than 1,000 stickers spread across London, as well as being made available to download online, which has resulted in the movement spreading nationwide.
Why we like it: The approach was simple but powerful. With one small sticker the intent behind the activity was clear. It also successfully ties into a much wider conversation that is currently happening within the industry about the over-reliance on plastics.