In 2023, Heinz was set to launch six limited-edition sauces in partner restaurants, with the goal of re-establishing Heinz as an innovator in the sauce space.

But “drops” of limited-time products are so common now that it’s tough to stand out. Plus, every LTO seems to have an influencer or celebrity collab, meaning we had twice the challenge ahead of us.

We needed to introduce this unique offering in a way that would build buzz, drive trial, and bring sauce lovers into the restaurants where they were being offered, all while reminding fans that they could only get it for a limited time.

15 Minutes of Flavor - limited-time sauces, pitched by limited-time celebs.

Each of our sauces was launched by an early-aughts icon, including Rebecca Black, William Hung and Bad Luck Brian, to ensure fans knew our sauces — like their fame— was fleeting.

15 Minutes of Flavor aimed to capture the imagination (not to mention the nostalgia) of adventurous sauce lovers.

To roll out the campaign, we focused on leveraging the (somewhat) limited social followings of these former icons, eschewing the usual big-name celebrity partnership.

Each sauce was paired with a “celeb”, who created dedicated, self-deprecating content that winked at their own limited-time in the spotlight.

The campaign came to life on social, in-store, and through a concentrated PR-push that leveraged their “name” recognition.

15 Minutes of Flavor - limited-time sauces, pitched by limited-time celebs.

Each of our sauces was launched by an early-aughts icon, including Rebecca Black, William Hung and Bad Luck Brian, to ensure fans knew our sauces — like their fame— was fleeting.

Sauces were dropped every month at partner restaurants, in a social-led campaign that nodded to the celebs’ iconic moments.

With flavors like “Rebecca Black Garlic Ranch” “Bangin’ Brewery Mustard” and “Meme-y, Cream-y Chimichurri” fans rushed to try them before they disappeared forever.

Each sauce sold out in under a week, fans took to social after missing out to express

their FOMO, and rival restaurants even reached out to see if they could get sauces of

their own.

- Featured in over 350 outlets

- Coverage included HypeBeast, CBS, FOX, NBC, ABC, USA Today and Good Morning America

- 450 Million Earned Impressions

- 99% brand in headline

- 63% of articles contained at least two key messages

- 100% Campaign Sentiment Score

- 175k landing page visits

- 6.5M creator video views

Finally, the sauces proved their staying power, with demand so high, Heinz decided to make a few of the most popular sauces permanent.