Heinz Ketchup recently launched a petition where they ask Hot Dog and Bun Companies to sell an equal number of hot dogs and Buns. This effort is time towards the National Hot Dog Month in July. Heinz is trying to drive traffic towards its HeinzHotDogPact.com website, where the user can sign the petition.
Heinz’s latest campaign is a result as consumers begin buying more hot dogs in warmer weather and the rollout of COVID-19 vaccines make barbecues more frequent. The effort is the CPG(Consumer Packaged Goods) brand’s latest play around acquiring first-party consumer data.
This was Heinz’s latest attempt to engage with customers using Humour. The idea lies behind a common complaint by the users regarding the unequal numbers of Buns and Hot Dogs given by Companies. The Campaign show various social media videos and post by the frustrated consumers.
Now by directing the consumers towards their microsite, Heinz aims to collect first-party data of the consumer name and email address before a full-fledged cookieless world is a launch. Many Brands have been taking such steps where are trying to collect first-party user data.