You may know it as “ketchup”, but during Halloween, Heinz changes the name of their famous sauce to “Tomato Blood”. And who would appreciate Tomato Blood more than vampires? Specifically, vampires open to adopting a vegetarian lifestyle. For centuries, this market has been criminally underserved. Until now. In this campaign, we let all vegetarian-curious vampires know there’s a better option. They don’t have to drink human blood. They should make the switch and go veg with Heinz Tomato Blood.

To do this, we enlisted the help of a vegetarian vampire influencer named Toby.

Like any influencer, Toby was active on social media. Throughout October, we posted content on TikTok, Instagram, and Twitter that leveraged existing trends. All content was posted after dark (since that’s when vampires are awake).

We directly addressed vampires in their own language with OOH billboards placed in cities known for vampire stories and sightings: New Orleans, Salem, Portland, and Chicago. For any curious humans, we included a QR code that linked to a TikTok video of a translation and introduction to Toby. 

Throughout the campaign, Toby was the face of every touchpoint. He introduced the LTO dish “Totally Loaded Fright Fest Bloody Nacho Fries” at select Six Flags parks, recruited vampires with a PSA live on TV during the AMC premiere of Interview with the Vampire, and engaged with streamers on Twitch during the Heinz Tomato Bloodless Challenge. In the end, Heinz Ketchup sales went up by 12.5%, the campaign garnered 457.2 million earned impressions, and thousands of vampires made the switch to a healthier, plant-based diet (we assume).

WITH: Bowook Yoon & Michelle Lamont
CREATIVE DIRECTORS: Christine Santora & Will Binder
DIRECTOR: David Ebert
FEATURED ON: Hypebeast, The Brew Barrymore show, Good Morning America, CBS news, Adweek, Adage, The Drum and more

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