Kraft-Heinz | Vegetarian Vampire

Task & Audience:
The goal was to create a buzz for Heinz Tomato Blood, a limited-time Halloween-themed ketchup, targeting young millennials who immerse themselves in Halloween culture, fascinated by themes like vampires.

Strategy & Platform:
Utilizing TikTok, the campaign introduced a vegetarian vampire influencer, Toby, portrayed by E.J. Marcus. The strategy was to integrate Heinz Tomato Blood into Halloween culture, appealing to the vampire-loving audience on TikTok.

Results & Impact:

• Business Impact: 12.5% sales increase for Heinz Ketchup in October 2022 compared to October 2021.

• Earned Media Impact: 457.2M+ earned impressions, exceeding goals.

• Engagement Impact on TikTok:

  • Significant growth in daily follower average.

  • Substantial increase in profile likes.

  • Engagement rates exceeded TikTok benchmarks.

Awards & Recognition:

• Multiple Shorty Awards Winner

TikTok Creative Strategy Team:

• Jarek Carethers, Global Creative Strategist at TikTok

• Makisa Francis, Lead Creative Strategist at TikTok