Kraft Heinz Wins with ‘Ridiculously Slow’ All-Red Puzzle Social Campaign

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The campaign might have once been more fitting for April Fool’s Day, but it landed perfectly in today’s world of vaguely defined days.

Kraft Heinz Wins with ‘Ridiculously Slow’ All-Red Puzzle Social Campaign

By Lisa Johnston - 05/14/2020

In an engagement campaign once more fitting for April Fool’s Day — but perfect in today’s world of vaguely defined days — Kraft Heinz tapped into the jigsaw puzzle craze with a social media giveaway centered around a 570-piece puzzle — in all red.

The May 5-8 campaign took place in 17 countries, with each country giving away 57 puzzles, for a total of 969 ketchup-red puzzles doled out. Puzzles were given away through a contest or surprise-and-delight approach, depending on the country, Brian Neumann, senior brand manager of Kraft Heinz Canada, told CGT.  

To win in the U.S. and Canada, consumers commented on the Heinz Instagram, Facebook or Twitter account, stating who they wish they could finish the puzzle with.

See also: Behind Kraft Heinz's Holiday Campaign

The campaign received an overwhelming response, according to the company. The U.S. post saw over 15,000 comments, Neumann said, while there were more than 5,700 comments and 13,400 engagements on the Canadian post.

Neumann noted the company’s legacy for its slow-pouring ketchup, as well as the skyrocketing popularity of puzzles during this time of social distancing.

“We’re always looking to deliver fun, contextually relevant ways to give our consumers a smile, and this ridiculously slow, all-red Heinz ketchup puzzle seemed like the perfect fit,” he said. “During these difficult times, this is one of the ways we’re encouraging people to stay home and stay safe.”

The company, which is No. 18 on the CGT Top 100 Consumer Goods Companies of 2019 list, is planning future similar customer engagement campaigns in the coming weeks.

Update 5/19: The company is now making a limited number of puzzles available for purchase, with proceeds benefiting Feeding America and Food Banks Canada. 

See also: McCormick Website Crashes from Fiery Demand

It’s clear consumption is looking very different than it did just months ago. The crisis has brought with it a reckoning for brands of all kinds, challenging industry leaders and startups alike to reach consumers who are mostly at — or close to — home.

While it’s unclear what the state of trick-or-treating will be this Halloween, candy companies are wasting no time in engaging consumers in brand-new ways this year. Ferrara is already tapping new tech in order to engage consumers during the scary season, including leaning into the rise of at-home and mobile gaming.