Battle For Heinz is a 20-Second Blockbuster Based on a Fan Tweet
Laura McQuarrie — May 16, 2024 — Marketing
References: marketing-beat
Battle For Heinz is a short and sweet mini-film that conveys the adoration the condiment brand's hardcore fans have for Heinz products. Inspired by fan tweets, Heinz and Wieden+Kennedy London created 20-second hero films that turn casual comments into scenes of epic proportion with dramatic action. In Battle for Heinz, one social media user declares Heinz mayonnaise the best and that they're willing to die on that hill.
“Our global brand platform ‘It Has to be Heinz’ was born from a single consumer insight: our fans will go to extreme–sometimes irrational–lengths to get their hands on Heinz,” said Northern Europe director of taste elevation and masterbrand, Thiago Rapp, “It’s an insight so rich we built an entire platform centred around celebrating the all-consuming, universal love people have for our brand.”
“Our global brand platform ‘It Has to be Heinz’ was born from a single consumer insight: our fans will go to extreme–sometimes irrational–lengths to get their hands on Heinz,” said Northern Europe director of taste elevation and masterbrand, Thiago Rapp, “It’s an insight so rich we built an entire platform centred around celebrating the all-consuming, universal love people have for our brand.”
Trend Themes
1. Fan-driven Content - Leveraging user-generated content to create professional-quality promotional material fosters stronger brand connections.
2. Micro-mini Films - Crafting highly engaging, ultra-short films that capture attention in a matter of seconds can revolutionize traditional advertising approaches.
3. Social Media Storytelling - Transforming social media interactions and sentiments into compelling narrative pieces creates new dimensions of brand engagement.
Industry Implications
1. Advertising - Innovative mini-films based on fan input can disrupt conventional advertising by offering more authentic and relatable content.
2. Condiment Market - Highlighting fierce loyalty among customers through creative media spotlights deeper connections in the condiment industry.
3. Entertainment - Integrating brand messages within the context of mini-films provides a new take on content marketing within the entertainment sector.
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