Fitzroy | Part of United Playgrounds produced a fun brand experience for Heinz in Rotterdam, The Netherlands: the world’s first vending machine where you can trade pickles for a bottle of Heinz Tomato Ketchup with Pickle flavor!
This playful initiative was inspired by recent research (July 2024, conducted by YouGov on behalf of Kraft Heinz), which revealed that 38% of Dutch people remove the pickle from their hamburger before taking a bite. The reason? A notable 26% stated that it’s the texture, not the taste, that puts them off.
Although scientists argue that the sour taste of pickles perfectly complements the rich umami of hamburgers, many people still can’t bring themselves to leave the pickle on. To change their minds and give their love for ketchup a new twist, Heinz introduced this Brand Experience.
Credits:
Client: Heinz, Hannah Winterbourne, Monika Nikolova, Mirthe Enklaar en Rosie Brierley
Concept: Fitzroy – part of United Playgrounds
PR: PRSSKD, Wonderland Comms
Media: Dentsu Media
Production Agency: Raúl&Rigel
Content creation: The Kitchen
