In 2023 we created the first local campaign of Heinz in Türkiye. Our campaign aimed to increase awareness of Heinz taste and lead people to trial. In the communication our main message was ‘Try Carefully, the irresistable taste of Heinz can lead to unexpected behaviours’.

As ‘Try Carefully’ is our main communication platform, in order to drive sales & awareness, we had to again create curiosity about a new product: Hot Sauce.

Majority of Turkish people love spicy food, we wanted to create a hype with our product launch. What was the most important driver of a hot sauce? For it to be really hot.

To emphasize the hottness level of new Heinz Hot Sauce launch, we had to create a

hype and lead people to trial.

To drive awareness to Heinz Hot Sauce, we had to create fame and a talk across the country.

A hot sauce from a sauce brand: that was expected. But a solution to reduce the heat hot sauce creates? That was not expected!

That’s why we created the first global buttermilk: Heinz Buttermilk.

Buttermilk is a very popular drink in Turkey and is consumed with meals. It has a refreshing taste especially when you eat spicy and hot foods. With Heinz Buttermilk people can have as much hot sauce as they want and when they want to reduce the dose of the hotness, they will have a relief with Heinz Buttermilk. One minute they are hot and the next minute they are not.

There are various hot sauces and not each one of them are hot enough. For heat lovers the most important thing is the real spice taste and hotness. However, when the sauce is too spicy you want to drink something refreshing. In Türkiye, when people eat too spicy or hot food, they drink buttermilk, a liquid made from yogurt, to balance the heat.

It is a very popular drink in Türkiye and all the buttermilk producers were local.

To create a hype about Heinz Hot Sauce we wanted to find a witty and smart solution to create word of mouth. How could we increase the sales of hot sauce when it is too hot to consume more?

Everything started with a joke post on Instagram. We designed a buttermilk in the traditional Heinz hot sauce bottle design, and we post it with our hot sauce.

This new fake product created a lot of hype on social media. People made a lot of comments and wanted to have this product immediately. After this hype we produce homemade Heinz Buttermilk and had it tested in launch event. After this introduction, we made limited edition bundles with Heinz Hot Sauces. We sent this bundle product series to influencers as well. Our products we even hold on to black market. We created a chain, more hot sauce, more buttermilk, more hot sauce.

With the launch post (Hot Sauce & Buttermilk duo) we had 2505% higher engagement and 119% higher reach than our daily posts. Additional 52000 bottles of Heinz Hot Sauce are being produced in response to high demand.