Heinz prefers Curtice Brothers ketchup to the well-known competitor’s condiment
The allusion to the most famous ketchup brand in the world is unmistakable: the new campaign by the agency Ingo Hamburg for the curtice ketchup brand of condiments advertises with an elderly gentleman named Heinz and a wink in relation to the ketchup competition.
The Hamburg agency Ingo has implemented a new campaign for the condiment manufacturer Curtice Brothers. The promotion is designed to promote the brand’s new sauces, which will be sold in so-called squeeze bottles in the future. One particular testimonial, a 72-year-old man named Heinz, stars as the campaign’s protagonist and expresses his love for the sauces.
According to the agency, his real name and commercial name is Heinz. The slogans “Scandal: Heinz loves Curtice Brothers” and “Heinz banishes Heinz from the fridge” are intended to cause a stir, because the manufacturer Kraft Heinz is the market leader for ketchup in
Germany. Ingo Hamburg is running the campaign digitally and on social media until the end of the barbecue season. Individual motifs should be visible in out-of-home media and at the point of sale. In addition, tasting campaigns in stores and a guerrilla campaign are planned.
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According to Mario Bauer, CEO of Curtice Brothers, the target group of the campaign are customers who place particular value on natural ingredients. The condiment manufacturer uses a higher proportion of fruit and a lower proportion of sugar and salt than the competition. In addition to tomato ketchup, the new products advertised in the campaign are French fries, barbecue and curry sauce. These are available online, from organic retailers and from food retailers Rewe, Globus, Edeka in northern and southern Bavaria, and the Flaschenpost delivery service.
“Curtice Brothers not only has an excellent product, but also creative courage. We, as Ingo Hamburg, are happy to take it one step further and now, with a wink, to challenge the undisputed top dog,” says Tobias Ahrens, Global Chief Creative Officer at Ingo The Agency on the daring campaign. The Hamburg agency has already realized the two campaigns “Ketchup to the Rescue” and “The Ketchup Ban” for Curtice Brothers in the past.
