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Great Experiential Marketing: Heinz’ garden BBQ product launch

By Joss Davidge

Just in time for the summer BBQ season, Heinz has wisely launched a yellow mustard line.

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It was launched at a BBQ-themed event dubbed “Ketchup’s Got A New Mustard”, which gets top marks from us for event design.

In line with the BBQ theme, classic red-and-white chequered picnic blankets, faux grass, and charcoal grills serving as cocktail tables were placed throughout the pop-up venue in New York.
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And the new product’s branding was extremely visible, of course. The actual mustard bottle was integrated into nearly every decor element of the event, from stacks of bottles as a backdrop for photos to empty bottles used as flower vases.

Guests could pose with oversize bottles of ketchup and mustard in front of a wall comprising hundreds of bottles of yellow mustard.HEINZ_3

And the catering tray for the mustard-topped corn dogs incorporated the label of Heinz's new yellow mustard.HENIZ_4

The experiential campaign also served as a launch of the product’s upcoming advert which is also set at a garden BBQ and features a guy dressed as a Heinz ketchup bottle “breaking up” with his former favourite mustard to start a relationship with a new Heinz “squeeze”. A summer picnic-like vignette surrounded a screen that displayed this commercial, and gift bags with a bottle of Heinz ketchup and two bottles of mustard, one to keep and one to share, were placed underneath.

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For more quirky product launch ideas take a look at these posts:

Tim Horton’s levitation stunt

Reebok’s subway pump battle

Samsung’s sleek S6 Edge launch parties

Zang Chocolate’s piggyback taxi service

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