Heinz has built a global relationship with the gaming community, but in Costa Rica it had not done any campaigns for gamers. In fact, no sauce brand had done anything with gamers, so it was the perfect time for Heinz to act.

So the challenge was how to get this community to fall in love with Heinz and have the brand present in their heads at all times of their games, without being intrusive and helping them to be superior?

Objectives:

Establish a relationship with the Costa Rican gamer community and position Heinz as the Ketchup of gamers.

Increase sales by 10% compared to last year (2023)

Sell 260,000 stickers in one month campaign.

Achieve 16,618,766 total impressions.

Achieve a 6% Engagement Rate

Get 4,117,966 total views.

Get 2 million interactions.

Reach 1.2 million people

We create the most revolutionary, innovative and AI-free technology of all time: A simple set of stickers. That when placed in the center of the screen, marks a specific spot that will never miss a shot at any enemy and helps improve and practice passive aim or centering, reducing their time to kill and increasing snack time. It even works on any type of screen and for every shooting game. Very few know about this but even professional gamers recommend it. We used the most important burger restaurant in Costa Rica (Burga), and launched the stickers with a new burger creation: The Heinz Combo Gamer, which has been sold via delivery. Also, top gamers helped us teach beginners and amateurs how to use stickers and how to improve their aim.

Audience:

The 1.4 million gamers in Costa Rica, men and women, between 17 and 38 years old, professionals or university students, who live in the large metropolitan area. Who use platforms such as Facebook, Instagram, TikTok, YouTube and Twitch to watch content related to video games. Who own 1 to 2 consoles, a computer or who use smartphones to play and watch gaming content. Who play 1 to more than 3 hours a day shooting video games such as Call of Duty, Fortnite, Counter Strike and PUBG. And they are snack lovers.

Approach:

Helping gamers right where and when they need it: aiming at enemies.

We used the most important burger restaurant in Costa Rica (Burga) and launched the set of physical sticker with a new burger creation: The Heinz Combo Gamer, and sold it through delivery and use Uber Eats banners to promote the idea.

Top gaming influencers helped us teach beginners and amateurs how to use the stickers and how to improve their aim by creating content on Facebook, Instagram, TikTok and Twitch streams. They also showed that the stickers work even on any type of screen or console and for all shooting games like Call of Duty, Fortnite, Counter Strike and PUBG.

We put Youtube ads, TikTok ads and Twitch ads on gaming-related content to capture the attention of gamers.

The campaign lasted one month, from January 21 to February 17, 2024.

We use stickers as a new media, to put our brand organically on the screens and consoles of gamers in the country, and also generate engagement and a simple solution to their aiming problems.

Average time spent with the brand was 3 to 8 hours per day per gamer. (Average gameplay)

Got more than 100 hours of live streaming

Achieved more than 24 million impressions, exceeding the KPI by 109%

Achieved an 11% increase in Engagement Rate, exceeding the KPI by 155%

Achieved more than 2 million interactions, exceeding the KPI by 168%

Got more than 3.3 million people reached, exceeding the KPI by 200%

Got 12.039.344 reproductions, exceeding the KPI by 292%

Got 99% of positive sentiment

Got a 30% increase in sales compared to last year (2023)

The 260,000 stickers were sold out in just 2 weeks.

+$300.000% Earned media