The Heinz Website Rewards Fans When They Wait 57 Minutes
Laura McQuarrie — February 26, 2021 — Marketing
References: Heinz & businesswire
Since 1987, slow-pouring ketchup brand Heinz started advertising that "the best things come to those who wait" and the core message behind this slogan has been carried up until today, as the brand's website takes 57 minutes to load. Fans are invited to visit the site and put their patience to the test, with the promise that the brand will "bring magic family burger night."
The brand is introducing the Heinz Burger Kit with the intention of equipping families with everything they need to create memorable gatherings at home—even if they look a little different than they used to.
Fans who are up to the challenge will find themselves staring at an all-red loading screen and will have the chance to win a burger kit.
The brand is introducing the Heinz Burger Kit with the intention of equipping families with everything they need to create memorable gatherings at home—even if they look a little different than they used to.
Fans who are up to the challenge will find themselves staring at an all-red loading screen and will have the chance to win a burger kit.
Trend Themes
1. Patience-based Promotions - Companies providing interactive experiences that require patience in order to win in the face of instant gratification seek to build brand loyalty.
2. Slow Website Speeds - The utilization of slow website speeds as a unique promotional tool, gamifying users' level of engagement with offerings in exchange for a chance to win branded items.
3. DIY Kits - Companies who utilize a DIY approach by offering kits that allow consumers to enjoy a unique experience centered around a product in a cost-effective and convenient manner stand out in their market.
Industry Implications
1. Condiment Industry - Companies in the condiment industry can utilize patience testing promotions to encourage customer loyalty and boost branding efforts.
2. Fast Food Industry - Fast food industry giants could use DIY kits to foster customer engagement beyond the standard offerings on their menus and differentiate themselves in a rapidly growing market.
3. E-commerce Industry - E-commerce companies could utilize slow website speeds for in-demand items to drive both customer engagement and overall website traffic, while offering gamified promotions to incentivize site visitors to stay longer and purchase more.
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