Heinz ‘No Taste’ Test Asks Fans to Review Pickle Ketchup Before Trying It

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Many people who have eaten a burger know what the combination of pickle and ketchup tastes like, prompting Heinz to take a novel approach to promoting its new pickle ketchup.

The “You Can Already Taste It” campaign, created by agency Rethink, encourages consumers to imagine the new condiment’s flavor and share their reviews without actually trying it.

The brand asked people on the streets of New York for their guesses on the taste of Heinz Pickle Ketchup. Their answers, revealed through a 30-second film, make up descriptors including “magic,” “zesty” and “burgery.”

“Just the thought of Heinz ketchup and pickles together can make your mouth water, as fans have an irrational love for the duo on grilling favorites,” Heinz brand manager Lizzy Goodman said in a statement. “After seeing fans describe what they thought our new pickle ketchup tasted like before it was even available, we were inspired to go where no brand has gone before with the first ‘no taste, taste test.’”

A burger with pickles next to a bottle of Heinz Pickle Ketchup.

The campaign will run across Snapchat, Spotify, TikTok and YouTube with a combination of audio and video ads, display banners and interactive formats.

Heinz also enlisted TikTok and Instagram content creators for a “You Can Taste It, Now Make It” challenge, where they come up with pairings without tasting the product, then make the dish and see how it works.

And the influencers will film reaction videos responding to their favorite pre-reviews posted in the comments. Consumers can share a pre-review at YouCanAlreadyTasteIt.com through July 3 to enter a sweepstakes awarding three winners with one year’s supply of Heinz ketchup.

Outdoor ads positioned throughout high-traffic New York and Chicago locations including Coney Island, Times Square, Yankee Stadium and Wrigley Field zoom in on the combination of pickle and ketchup on a burger with messages like, “You just got a taste. Didn’t you?”

CREDITS

Client: Kraft Heinz
Chief creative officers: Aaron Starkman, Mike Dubrick, Daniel Lobaton
Chief strategy officer: Sean McDonald
Executive creative director: Xavier Blais
Creative directors: Mike Dubrick, Daniel Lobaton, Geoff Baillie, Zachary Bautista
Associate creative director/writer: Jordan Darnbrough
ACD/art director: Nick Noh
Writer: Paula GeteAlonso
Art director: Anna Cevallos
Head of strategy: Julian Morgan
Strategist: Emma Bayfield
Associate director of integrated production: Kate A. Spencer
Freelance senior integrated producer: Tricia Lapidario
Associate director of digital production: Kyle Hicks
Studio: Todd Bennett, Kostas Loukopoulos
Digital design: Alex Fleming, Dustin Gamble
Group business lead: Adam Ball
Group account director: Rob Dix
Account director: David Greisman
Account supervisor: Rachel Cloth
Account manager: Bhumika Baweja
Date of first appearance: May 22, 2024

Motion Capture
Production co. (Motion): Mt. Vernon Entertainment
Director: Tessa Greenberg
Executive producer/line producer: Ken Franchi

Stills Photography
Photographer: Marcus Nilsson
Photographer’s agent: Ashley Klinger & Co
Photo assistants: Chase Gunner, Kyle Stein
Digital tech: Emerald Baker
Food stylist: Pearl Jones
Food stylist agent: Ashley Klinger – Allison
Food stylist assistant: Christina Chaey
Prop stylist: Harry Bailey
Prop stylist assistant: Dana Takacs
Producer: Jake Hakanson
Production assistant: Johnny Dister

Spotify Audio
Audio production (Spotify Radio): Pickle Music Studios
Producer: Matt Kerr
Executive producer: James Zavaleta

Postproduction
Editorial: R+D Post
Editor: Ben Badger
Sound engineer: Aaron McCourt
Post supervisor: Shannon Ing

Postproduction: Alter Ego
Colorist: James Graham
Online/motion graphics: Joel Osis
Post producer: Mariya Guzova

PR: Zeno Group
Head of integrated communications: Missy Maher
Executive vice president, media strategy: Courtney Pischke
Senior vp: Jamie Dammrich
Vp: Alysa Winkler
Vp, creator: Mary Schresmer
Director, creator: Mark Nava
Senior account supervisors: Bethany Roth, Jordyn Comitor
Account supervisor, media relations: Veronica Smith
Account supervisor, creator: Sam Wackerman
Senior account executive: Nicolette Stern
Account executive: Lulu Saias

Media: Carat

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Heinz ‘No Taste’ Test Asks Fans to Review Pickle Ketchup Before Trying It

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