{"id":262259,"date":"2024-09-10T15:33:06","date_gmt":"2024-09-10T13:33:06","guid":{"rendered":"https:\/\/www.tapasmagazine.es\/heinz-revoluciona-el-marketing-con-un-nuevo-producto-que-no-es-lo-que-parece\/"},"modified":"2024-09-10T15:41:15","modified_gmt":"2024-09-10T13:41:15","slug":"heinz-revolutionises-marketing-with-new-product","status":"publish","type":"post","link":"https:\/\/www.tapasmagazine.es\/en\/heinz-revolutionises-marketing-with-new-product\/","title":{"rendered":"Heinz revolutionises marketing with new product (which is not what it seems)"},"content":{"rendered":"\n

Click here<\/a> to read the Spanish version.<\/strong><\/p>\n\n\n\n

Based on a satirical view of the advertising industry, Heinz <\/strong>wanted to shock consumers with a new product that is not what it seems. In this case, it has replaced its mayonnaise with a kind of \u2018ketchup\u2019 which is actually made up of \u2018hagelslag<\/strong>\u2019. That is to say, the traditional Dutch chocolate chips that it now recreates in the form of a sauce.<\/p>\n\n\n\n

And no, this is not a real product that you can buy, but a powerful marketing strategy to educate the Dutch that ketchup is an ideal choice for their fries.<\/p>\n\n\n

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To execute this campaign, Heinz collaborated with advertising agency Gut Amsterdam to create a very limited supply of ketchup \u2018hagelslag\u2019 with the intention of \u2018applying a uniquely Dutch optic to the universal appeal of Heinz ketchup\u2019, Guillaume Roukhomovsky, creative director at Gut Amsterdam, tells AdAge.<\/p>\n\n\n\n

The brand first presented the product in a video, noting that they were \u2018proud to present the most Dutch product they have ever made\u2019, before launching their limited offering at Amsterdam’s Heertje Friet market for a single weekend.<\/p>\n\n\n\n

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@madagaskatwins<\/a>

Hagelchup made me a Dutchie! Crunchy and exciting! Sprinkles with the flavour of your p favourite ketchup! @HEINZ Nederland #netherlands<\/a> #dutch<\/a> #heinzhagelchup<\/a> #hagelchup<\/a> #ItHasToBeHeinz<\/a> <\/p> \u266c original sound – Madagaskatwins \u2614\ufe0f<\/a> <\/section> <\/blockquote>