Through social listening, Heinz discovered a new and unexpectedly niche use of our ketchup – long-distance runners were replacing their expensive and gross running gels with Heinz packets. But, for Heinz-lovers out on a run, it can be difficult to know where to find ketchup packets in a pinch. And for irrationally-obsessed Heinz fans, whether at home or out on a run,
It Has To Be Heinz. 

We launched A series of Heinz keystone-shaped running routes in the world’s biggest running apps, that tell runners where they can go to get packets of Heinz.

Run on Heinz launched on Strava, MapMyRun, Instagram, and TikTok on November 2, 2023. 

At the height of the running season, we released maps in six major running cities across North America: New York City, Vancouver, Toronto, Pittsburgh, Chicago, and San Francisco.  

To create the routes, we collected and analyzed openly available runner, and city data – along with data and locations from the Heinz Away From Home team. With the help of specialized GIS mapping software, we utilized existing infrastructure to draw a series of Heinz keystone-shaped routes in each city. We marked the routes with Heinz-partnered restaurant locations so runners can stop to get free Heinz ketchup packets.

Keystone-shaped maps were available for free on Strava and MapMyRun, the world’s biggest running apps, with over 160 million active users.   

RESULTS

Runners ran with our idea, running routes to find Heinz packets (and a post-run snack) at partnered restaurants. We earned international coverage in news and running trade publications like The New York Times, Runner’s World, Daily Mail, USA Today, Men’s Journal, and ESPN.

International runners joined us and made their own keystone routes, and other brands like Chipotle and Gerber were inspired to get in on the fun. After tapping into unique running behaviors, we helped runners find their favorite packets. Because when you’re running on ketchup, It Has to be Heinz.

  • 1500 runners participated 

  • 100+ International Headlines

  • 179% increase to social engagement

  • 672 Million earned media impressions