It’s easy to talk about taste when it comes to ketchup. But what about how it sounds? The pop of the cap, the tapping of the bottle, the squirt onto the plate all play a part in the experience of Heinz.
So, we created an ASMR (autonomous sensory meridian response) video campaign. ASMR, which brings the brain into a relaxed, meditative state, has exploded on YouTube, with its massive fan base predominantly being 18-24 year olds. We’re talking millions of people, all tuned in to watch a stranger chew food—loudly.
As a tribute to this phenomenon and the lip-smacking goodness of Heinz, our videos will be shown as YouTube pre-rolls for ASMR videos, as well as other food related channels. When you see ketchup in ASMR videos, we will want viewers to know there’s no question: It Has to Be Heinz.