Heinz Reveals How Long We’ve Waited for Ketchup

We don’t really think about the time we lend to things we love. Hours? Days? Weeks? Who’s counting? Well, Heinz is. Because alongside VML, the brand is now divulging just how much time people spend with it.

According to a Heinz study, ketchup takes 5.7 seconds to come out of its trademark bottle. This data, combined with the results of a survey indicating that the average consumer enjoys Heinz ketchup three times a week, multiplied by the years of life of each person, can give us a surprising result of hours and even days. “We found a very simple, but at the same time a very common, real and powerful insight that only a brand that has such irrational lovers could properly use. Because waiting two days of your life, or more, for ketchup, is not something you would do for just any ketchup,” Juan Calvo ECD of VML said.

“At Heinz we pride ourselves with our top quality thick & rich ketchup which results in its iconic slow pour that takes approximately 5.7 seconds to get out of the bottle. In our fast-paced world nothing screams true love more than giving your time and evidently more than half our consumers (55%) are willing to patiently wait for Heinz to start their meal! We have amplified this insight in our newly launched campaign Heinz Hourz calculating the average time spent in a lifespan happily waiting for Heinz,” said Passant Elghannam, Kraft Heinz marketing director MEA.

This project will run with print ads featuring shots by renowned photographer Ale Burset, as well as short format videos for social media.

“When you have a great idea for such a brave and creative client, produced by one of the most talented photographers of the world, the result couldn't be other than brilliant. If you are going to wait, it has to be Heinz.” Nino Goldberg, Dany Minaker & Patán Tarazaga, Latam creative leaders of VML said.