Heinz enters the gaming world

2021-12-27 by Ronn Torossian
Heinz History Center Ketchup Bottle 694f32bf0e9ef81016789076834d1a45

Marketing is evolving with the world it inhabits. The pandemic is not only leaving behind lessons but is also creating opportunities in the marketing world. To increase their ROI, marketers need to adapt their approach. Quite a few brands have taken to enhance their campaigns with gamification. Games have become incredibly immersive. The level of detail possible in today’s games allows gamers to enter a universe where they are engaged with sights, sounds, and stories.

Heinz teamed up with Call of Duty: Warzone Pacific to identify hidden spots in the new Calders map in order to safely enjoy a well-deserved break and eat a delicious burger with Heinz in real life.  Hidden spots are very popular with gaming insiders. Hidden spots are used to gain an advantage or seek temporary safety in a game. They are also an under-the-radar trick for gamers to sneak in a bathroom or snack break.

According to a study, gamers spend roughly 8 hours and 27 minutes each week playing games. Call of Duty is one of the world’s biggest gaming franchises, and it is nearly impossible to take a snack break while playing the game. Heinz has a solution that is encouraging gamers to take a break to eat. This appears to be a healthier approach than mindlessly eating and gaming at the same time.

In multiplayer games like Call of Duty, an ill-timed break can cause the gamer to lose the match or be penalized. Here Heinz attempts to help gamers. Instead of using a well-crafted message for publicity, Heinz and GUT Agency partnered with Activision to connect with them directly where they are – inside the game. Heinz is trying to help hungry gamers find where to stop to eat while they play instead of having to hide in their games. It is helping gamers identify hidden spots in its latest map of Caldera.

Heinz will enable gamers to eat in peace as they fight in the warzone. With this campaign, Heinz hopes to get closer to the vast gaming community by helping them and offering a solution to a real issue that many in the community face on a daily basis. ‘Hidden Spots’ is part of the brand’s master brand campaign. It also highlights Heinz flavored bottles of ketchup, mayonnaise, and barbecue sauce.

More mobile gamers than ever are ordering takeout food. More than one-third of mobile gamers eat fast food at least once a week. Those who consume fast food at least weekly frequently participate in forms of brand interaction, including engaging with a product’s ad and following a brand on social media platforms combined with mobile gamers overall.   By creating the right experience for the right platform, this campaign gave Heinz an opportunity for creative experimentation.

Ronn Torossian is CEO of 5WPR, a leading pr firm.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities