The Heinz web site stunt takes 57 minutes to load
The Holdforheinz.com website was developed for the more patient ketchup aficionado among us and includes a targeted loading process to show that “good things take time”.
Readers remembering the glory days of the modem might have assumed painfully slow loads were a thing of the past, but last week Heinz celebrated its 57 strains with an extra long wait on the website – 57 minutes to be precise.
Those who had the patience to wait (and who are also based in the US) were rewarded with the message “Well, that was slow” and the chance to win a home burger kit – which takes almost an hour the anticipation probably feels like a disappointment. There is also a feeling that someone not involved in the joke would not be willing to wait much longer than a few minutes.
That being said, the website is another slice of playfulness from the brand that gave away 57 all-red ketchup puzzles at the height of the lockdown (winner in the design category of last year's Epica Awards).
Other fun campaigns in recent times include a Selfridges popup to celebrate its tagline and an idea that came to life as a real advertisement on the Mad Men TV series.
The new website stunt (which has now ended) appears to be part of a new focus on Heinz ketchup that is worth waiting for, that maybe steers a little closer to the Guinness Territory to be comfortable. Time will tell whether there is enough space here for Heinz to put his own stamp on it.
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