Heinz is a household name across the globe. However, the brand faces a different market in China. The penetration rate of the ketchup category is only 35.8%[1], which means many Chinese don't know how to use it.

As the category leader, the objective for Heinz is to develop a campaign that can resonate with Chinese consumers and grow its business by driving category penetration.

To tackle the challenge, Heinz introduced the "I DIP Heinz" (我就蘸亨氏）brand statement based on real Chinese consumer insight. Leveraging the Chinese eating habit "DIP," Heinz crafted a 360° campaign to encourage consumers to explore diverse ways of dipping Heinz.

Chinese consumers highly resonated with the campaign. Heinz's market share reached 29.8%[2] in the following months, a historical high in five years， and successfully brought ketchup to more Chinese dining tables.

Sources:

[1] Kantar World Panel Penetration data TK'22P13

[2] Nielsen Offline MT

Based on the “DIP” insight elaborated above, Heinz introduced the new brand statement "I DIP Heinz "(我就蘸亨氏) . DIP unveils the thick texture and rich flavor of Heinz ketchup. Furthermore, the word "蘸" (DIP) shares the same pronunciation as "站" (stand) in Mandarin. “I DIP Heinz” also means “I stand for Heinz”, highlighting the Chinese love for Heinz. Then we extended the 'I DIP Heinz' concept through four main channels to expand ketchup usage.

●DIP Brand Stories: A Heinz brand video based on the real dipping stories of Heinz zealots.

●DIP Award: Encourage consumers to share their dipping stories online and honer the best dippers.

●DIP Street: An entire street with interactive DIPPING games and food.

●DIP Crossovers: Six brands that are strongly related to ketchup usage scenarios dipped with Heinz at the DIP street.