当广告回到街头：亨氏“调味卷帘门”拿下戛纳媒介铜狮

Core Insights - Heinz's innovative advertising strategy utilizes local restaurant roll-up doors to engage consumers during the festive season, creating a unique connection with traditional Chinese cuisine [1][2][3] Group 1: Advertising Strategy - The campaign features messages on closed restaurant roll-up doors, cleverly integrating Heinz ketchup into the local dining experience [2][3] - This approach emphasizes authenticity and emotional resonance rather than conventional advertising methods, positioning Heinz ketchup within a culturally relevant context [2][3] Group 2: Consumer Engagement - The initiative targets the daily lives of consumers in lower-tier cities, fostering a sense of familiarity and trust through local chefs and restaurants [3][5] - The campaign encourages hands-on experiences by providing real recipes and sample packets of ketchup, inviting consumers to try cooking with the product [3][4] Group 3: Social Media Impact - The low-cost campaign gained significant traction on social media, with users sharing their experiences and recreating dishes, leading to a surge in discussions around using ketchup in Chinese cuisine [5][7] - On Douyin, search interest increased by over 1500%, with user-generated content making up 99% of the discussions, indicating strong organic engagement [7] Group 4: Sales Performance - The campaign resulted in a 30% year-on-year increase in sales on e-commerce platforms, demonstrating a substantial rise in market penetration [7] - The association between Heinz and classic Chinese dishes saw an 18-fold increase, highlighting the effectiveness of the campaign in altering consumer perceptions [7]