‘It Has to be Heinz’

The object of this assignment was to create a marketing campaign for Heinz ketchup using the slogan ‘It Has to be Heinz’. I chose to create a campaign solely on social media and my goal was to increase engagement of young adults ages 17 to 27. My concept was to encourage people to express themselves with ketchup and to find ways to be creative using the product.

I would create a promoted snapchat story that displays snaps submitted by consumers of them either using the Heinz branded face filters or showing the unique ways they use their ketchup.

The best of all the snaps could later be made into a humorous article that would be promoted the next week.

Heinz’s other social media pages would be temporarily redesigned to correlate with the campaign.

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