During the cost of living crisis, when shoppers were considering cheaper alternatives, Heinz needed to remind everyone why their ketchup was worth paying more for. What they did next was marketing genius.
The Tweet That Divided a Nation
In 2023, Heinz partnered with the popular “No Context Brits” Twitter account to post one simple message: “FYI: Ketchup. goes. in. the. Fridge!!!”
That’s it. No fancy graphics. No celebrity endorsements. Just eight words that tapped into a debate as old as refrigeration itself.
The result? Millions of people passionately arguing about proper ketchup storage. News outlets worldwide picked up the story. Social media erupted. And suddenly, everyone was talking about Heinz Tomato Ketchup.
Why This Simple Approach Worked So Well
This campaign succeeded because it:
- Focused on a relatable, everyday debate people genuinely care about
- Required minimal budget while generating billions of impressions
- Created authentic engagement rather than pushing a direct sales message
- Positioned Heinz as the definitive ketchup brand (the one worth debating about)
- Generated organic reach through social sharing and news coverage
5 Practical Tips from Heinz’s Twitter Success
- Find Your “Dinner Table Debate” – Identify a low-stakes, opinion-based topic related to your product that everyone has an opinion on.
- Keep It Simple – The most shareable content often poses a single, clear question or statement that invites response.
- Partner Strategically – Heinz chose an account with the perfect audience alignment rather than paying for broad reach.
- Time Your Controversy – During economic hardship, Heinz reminded customers of their emotional connection to the brand.
- Let Customers Do the Marketing – By stepping back and letting people debate, Heinz gained more authentic promotion than any advertisement could achieve.
Next time you’re planning a social media campaign, remember that sometimes the simplest approach—tapping into existing conversations—can create the biggest impact.