On my way to Indianapolis yesterday, I saw this sign at a drive-through window.
Though the copy may give school teachers hives, I loved it.
With more noise and more data and more stuff coming at us by the second, it’s going to take writers who are clear but also a little wacked to make us notice.
But, why?
I’m at the drive-through. I don’t get to pick between ketchups.
Are they afraid I’ll ask for mayo?
Love it. I think that rather than being a choice, they are educating you about the new style of ketchup packs, and how to use them. The choice is between which way you will open the pack, not whether you will choose ketchup over something else.
And they want to show you that there is now more than one way to eat your ketchup! (3 ways, if you could spilling it on your lap while you drive!) Sell more ketchup? Not the point.
Great copy but a poor explanation of a significant benefit from the packaging choice Tim.
The game show Concentration comes to mind, those puzzles were cool but…..
My guess is that the fast food place has a contract with Heinz in which they are obligated to provide some advertising mentions & display space and that the Heinz team tried to leverage this to full advantage. You may not get to pick the ketchup, but you can appreciate the restaurant’s desire to provide you with a better ketchup “solution” for the drive through, right? So in terms of generating the warm and fuzzies, it sort of works both ways, which is how co-branding should work, I think…
My guess is that the restaurant in question has some sort of co-branding deal with Heinz (co-branded menus is actually fairly common) and that their agreement provides Heinz with display space at the restaurant. Apparently, the Heinz team decided to make full use of their opportunity. And the restaurant gets to look like they really care about both the quality of their condiments and the ease and convenience of their drive through customers. Not a bad co-branding effort, really…
this is just great ad placement. Heinz is exposing themselves to the right market, encouraging sampling and hoping to build brand loyalty for the time you are standing in the ketchup aisle
It’s well done. My only complaint is the 3x message. Doesn’t add to the key theme: on the go; use as you want. Ditch it. Choose what to lose. Didn’t someone famous say that?