CHALLENGE

When you’re the #1 single-serve ketchup brand, it seems hard to imagine having any challenges – but with pressures from private label and category decline resulting from reduced french fry consumption, Heinz needed to be ever-vigilant in protecting it’s leadership position. Typically, consumers will accept whichever brand being served by the establishment so it was important to make sure foodservice operators maintained their loyalty to Heinz. Operators also need to engage their customers and build strong relationships and repeat business.

SOLUTION

In collaboration with Hasbro Canada, Quadrant brought the popular Trivial Pursuit board game to restaurant patrons across Canada – by way of the Heinz ketchup package. Working with manufacturing partners at Heinz, Quadrant produced 96 unique bilingual Trivial Pursuit packs with question and answers provided on each pack. These promotional packages were introduced into the system in time for the peak consumption period of late-spring and summer months. Consumers immediately began game play and were engaged in a unique and entertaining way. A consumer promotion featuring Trivial Pursuit 25th Anniversary games was created as an overlay and provided a powerful opportunity for Heinz to talk directly with their customers.

RESULT

Heinz was successful at achieving their sell-in numbers for the season and as a result, attained their share-growth targets. And consumers ate it up – literally – by enjoying an enhanced meal experience and participation in an exciting contest game. Hasbro gained awareness of their 25th Anniversary Edition and was thrilled to participate following year with a Heinz Ketchup promotion featuring their “Totally 80’s” Edition.