Heinz Pickles Ketchup to the Competition

Do It All

Heinz Pickle Product Launch Campaign

In the $750 million condiment industry, the pickle business had flattened.

With a less-prioritized product comes a smaller budget, one not suited for conventional advertising or a traditional product launch. With this in mind, Pipitone Group was tasked with promoting two new Heinz flavored pickle products (spicy garlic chips and sweet & spicy chips), the first of their kind in 50 years. To do so, Pipitone launched a two-pronged approach, catering to both local and national markets in the weeks leading up to the Picklesburgh event on the Rachel Carson Bridge in Pittsburgh.

MarCom Awards 2017
AMA Marketer of the Year 2016

Appealing to Both Sides of the Grocery Aisle

Pipitone played off 2016’s contentious election season by launching a campaign for each pickle flavor. Pipitone positioned the spicy garlic chips against the sweet & spicy chips and created a campaign for people to vote for their favorite flavor, leveraging event marketing, media relations and the launch of heinzpickles.com to supplement the product announcement.

AMA Grand Marketer of the Year 2016

Pro Bowl Promotion

Heinz is synonymous with pickles and Pittsburgh is synonymous with football, so on a local level, Pipitone leveraged the celebrity of two Pittsburgh Steeler greats in Jerome Bettis and Hines Ward. Through a press conference at Heinz Field and promotion at each’s local restaurant, Ward represented the spicy garlic flavor, while Bettis supported the sweet & spicy pickle. The press conference — which included Pittsburgh mayor Bill Peduto — was two days before the Picklesburgh event, where people could attend for taste tests. Pipitone also created and designed the Heinz’s booth at the event.

Spicing Up the Campaign

On a national level, Pipitone used a broad-based media relations effort to generate awareness of the product announcement. In addition to creating a campaign for each pickle flavor, Pipitone created targeted outreach to food and lifestyle editors across the country, while also developing a custom media kit. The media kit was equipped with samples of each product, a pickle-shaped USB drive with information, recipe cards and a VIP pass to the Picklesburgh event.

Davey Awards 2016

Results

133,388,048 media impressions were created through media relations outreach with 18 placements in print articles, 19 online articles and 28 TV/radio spots. Pipitone went on to be recognized for its work with both a Davey Award and the AMA Pittsburgh Grand Marketer of the Year Award, the competition’s most prestigious honor.

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