Marketing in the news: Heinz Hot Dog Pact
It is July, and you know what that means.
That means it is International Hot Dog Month, and to relish this opportunity Heinz is planning on capitalizing
on it by starting a change.org petition to grill hot dogs and bun producers to sell the same number of hot dogs and buns.
Heinz would like the two producers to ketchup to their customers' needs.
This article talks about how Heinz is looking for new opportunities to reach customers.
Recently Heinz has created a petition to get hot dog and bun companies to produce the same number of hot dogs and buns
per packaging unit.
This is a marketing stunt that will get customers attention because of the fact that hot dogs come in packages of ten while buns
usually comes in packages of eight which is often annoying to customers.
The company will be able to collect data via the participants putting in their email addresses to the change.org campaign called
“Heinz Hot Dog Pact.”
The campaign also works to produce buzz for the product online so the next time consumers go into the grocery store to buy
hot dogs also are more likely to buy Heinz products.
Heinz is a condiment company that makes well condiments. They strive to make life more delicious one bottle at a time. They are a people-centric business trying to diversify their workers and trying to be as honest of a company as possible.
This marketing is very relevant especially because it is the summertime.
People are firing up those grills and grilling hot dogs while watching the sunset on their deck/porch/lawn.
Additionally, the quirky energy brought in by this marketing campaign adds that added attention that Heinz wants.
Heinz is trying to advertise as a brand, not as a product.
So they cannot say that this is the best ketchup ever or something like that.
They need to be creative with their branding and their marketing.
This is a unique marketing idea because Heinz is trying to collect data using the change.org petition service.
Humorously gathering their data is definitely a very interesting and cool idea.
I think that this is a bit of a misleading advertisement.
I think that Heinz knows that hot dog companies and bun companies will never get on the same page
as each other so what does that leave us with?
A bunch of names and email addresses were collected by the petition.
I like the originality and creativeness of the “Heinz Hot Dog Pact” petition,
but If I were the marketing manager for Heinz I would want to make sure to give each participant a direct link to the Heinz products.
I would do this by giving each petition signer a coupon for Heinz products after they completed signing the petition.
I learned from this article that there are multiple ways to collect consumer data.
Data can be gathered from 3rd party cookies, signing up for a petition, or simply just buying a product.
Data is all around us waiting to be gathered.
https://www.kraftheinzcompany.com/purposevisionvalues.html
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