Heinz Thailand and Shooting Stellar turn expired ketchup into a spooky Halloween campaign
Once again, Heinz, the world’s leading ketchup brand, is adding a splash of creativity this spooky season with the launch of its new campaign, “Heinzloween: RIP Expired Heinz.” The campaign invites consumers across Thailand to discover the hidden “horror” lurking in their homes – expired sauce on kitchen shelves, in fridges, on dining tables, and more.
In reality, Heinz Ketchup, produced from 100% real tomatoes with no preservatives, does have an expiration date and requires proper storage once opened. Rather than communicate this message conventionally, Heinz Thailand and Shooting Stellar have combined Halloween’s spookiness with a playful twist, transforming the idea of “disposing of expired sauce” into a metaphorical “exorcising of haunting spirits.” This approach aligns with the festival and resonates with Thai audiences’ love for ghost stories.
Beyond the playful Halloween concept, the campaign reinforces Heinz’s core brand values; quality, taste, and food safety. According to Kittinai Wiputtikul, Head of Regional Marketing – South, Southeast Asia and Hong Kong at Heinz Thailand, this initiative reflects Heinz’s commitment to transparent communication and consumer care, to ensure consumers are always enjoying fresh, delicious, and safe Heinz ketchup. The brand strives to find creative and sustainable ways to reduce wastage from expired ketchup , through recycling as plant fertilizer, cookware polish, and more.
Check and share your “haunted Heinz bottles” at home to be part of this fun, fearful but flavorful Heinzloween campaign! Don’t forget to grab a new fresh bottle, so you can keep enjoying your favorite ketchup, ghost-free!
Credits
Client: Kittinai Viputthikul, Head of Regional Marketing – South, Southeast Asia and Hong Kong (Heinz Thailand Co., Ltd)
Agency: Shooting Stellar
Creative Director: Padcha Tanviruch
Art Director: Chanikan Ngearndee, Woottichai Zrizawan
Copywriter: Lacksanapatr Sirichaijumnong, Benjarat Homthum
Content Creator: Nonthaphat Phattanasetsakul
Managing Director: Pemika Thiravanitkul
Account Management: Nattapong Kaewsangunsak, Rada Aswadetmathakul
Public Relations: Jarunan Pimsanoh
