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Heinz's ingenious way to stop you from skipping the ad

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MUMBAI: Heinz Tomato Ketchup has launched its new campaign which features mouth-watering food and how people are so engrossed in eating the Heinz ketchup that they ignore everything else.

When Heinz Tomato Ketchup aspired to spread its brand message, the brand wanted to do so in a unique manner that grabs the viewer’s attention. Kraft Heinz in collaboration with digital agency FoxyMoron found an ingenious way to circumvent this using a quirky technique to create curiosity and keep the viewer hooked on. Most viewers on YouTube view pre-rolls as white noise before tuning into videos that hold their interest. These interactive pre-rolls are first of its kind, where unlike any other skip ad, the protagonist is so engrossed in eating that he/she tells the viewer to skip the advertisement and leave them alone.

The campaign consists of six pre-rolls ads wherein the protagonists do exactly the opposite and tell the viewer to hit the skip button. The videos then proceed to showcase how the protagonist enjoys the taste of Heinz Tomato Ketchup so much that they don’t care about their surroundings or anything else at all.

This helped build curiosity by telling the viewer to skip the advertisement within the first five-seconds, followed by showcasing common and relatable individuals indulging in food with Heinz Tomato Ketchup.

By telling its viewers to hit the skip button, Heinz Tomato Ketchup created intrigue and got the viewers to watch what the pre-roll had to offer and the results did not disappoint!

FoxyMoron co-founder Suveer Bajaj adds,“With the five innovate pre-roll concepts we developed for Heinz Ketchup, we toyed with the idea of tempting users to skip an ad, or continue enjoying the ketchup experience that Heinz presents us all with on a daily basis. We saw a shocking completion rate of 32 per cent (2X industry standard) on skippable inventory proving that the daring slice-of-life creative managed to manifest a delicious everyday ketchup experience for all!”

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