To re-launch Heinz Ketchup in Chicago, we needed to appeal to the city's biggest emotion around hot dogs: pride. They have their own hot dog. It's made one way, and that way is without ketchup. Period. But in our eyes, the iconic Chicago-style hot dog deserved an iconic sauce to go with it. To us, that sauce was Heinz Ketchup. But to Chicago, it would be Heinz's new Chicago Dog Sauce. "Made with red ripe tomatoes and a special blend of spices and flavorings to compliment the Chicago-style hot dog." We'd treat it as a real product launch at Chicago dog mainstays The Wiener Circle and Gene's & Jude's. We'd give their patrons the first tastes of a sauce we hoped worthy of their legendary dogs. Served by "NO KETCHUP" signs. With comments about its flavor after each bite-words that revealed Chicago's true feelings about the forbidden Heinz Ketchup.

It's simple. We re-labeled Heinz Ketchup as Heinz Chicago Dog Sauce, with a design based of the Chicago flag and skyline. And we introduced it at Chicago dog establishments as a new sauce specifically made for the Chicago-style hot dog. Amongst proudly displayed anti-ketchup signage, real Chicagoans were offered a free Chicago-style hot dog for trying Chicago Dog Sauce. Through hidden and open cameras, we watched as they enjoyed Chicago Dog Sauce, in some cases describing the exact flavor profile of Heinz Ketchup in the process. After they had clearly had a good taste of the sauce, we approached them and told them the truth - Heinz Chicago Dog Sauce was just Heinz Ketchup. Some were up in arms. Others admitted they thought it made their Chicago dog better. We released a video of Chicago Dog Sauce's launch alongside a microsite with 1000 bottles up for sale.

Chicago Dog Sauce gained 600 million impressions and $5 million USD earned media. According to Google Surveys, Heinz saw a 16% increase in brand sentiment within those who were exposed to the campaign. Within 24 hours, all 1000 limited edition bottles of Heinz Chicago Dog Sauce sold out from our online store. Chicago Dog Sauce took the bizarre ketchup stigma of a single city and put it in the national spotlight, where debate ensued over ketchup's rightful place on a hot dog.