Advertising is oversaturated with big-name celebrity endorsements and collabs. It seems a new product or partnership is dropped every day, making it increasingly difficult to stand out.
When Heinz set out to launch its new limited-time sauces, we needed to do something different to get people talking about the sauces. So, we eschewed the traditional big-name partnership, and instead, teamed up with “celebrities” who know a little something about a limited-time in the spotlight.
The Idea: 15 Minutes of Flavor - limited-time sauces, pitched by limited-time celebs.
Each of our sauces was launched by an early-aughts icon, including Rebecca Black, William Hung and Bad Luck Brian, to ensure fans knew our sauces — like their fame— was fleeting.
Sauces were dropped every month at partner restaurants, in a social-led campaign that nodded to the celebs’ iconic moments.
With flavors like “Rebecca Black Garlic Ranch” “Bangin’ Brewery Mustard” and “Meme-y, Cream-y Chimichurri” fans rushed to try them before they disappeared forever.
Each sauce sold out in under a week, fans took to social after missing out to express their FOMO, and rival restaurants even reached out to see if they could get sauces of their own.
