Heinz Idea Model | If You Don’t Create Ideas Like This, Don't Expect Great Work

Summary

The script outlines the concept of a 'big idea' in advertising, exemplified by Hines Ketchup. It emphasizes the importance of a strategic approach, using an 'idea platform' with three key elements: fan engagement, iconic brand traits, and a modern twist. Hines' campaigns, such as the world's slowest ketchup puzzle, global drawing challenge, and custom red ink for tattoos, demonstrate creativity in connecting with fans, leveraging the brand's iconic status, and embracing contemporary culture without nostalgia.

Takeaways

• 🚀 The big idea in advertising is crucial and can be exemplified by Heinz's strategy.
• 🎓 A strategist's role is pivotal in shaping the big idea, as taught in the strategy finishing school.
• 📝 The idea platform is a three-variable statement used to create a cohesive advertising strategy.
• 🏟️ Heinz's idea platform revolves around reminding fans why they love the brand in a modern way without leaning into nostalgia.
• 🔴 The iconic traits of Heinz include the red color, the Keystone logo, and the slow pouring time.
• 🧩 The 'ketchup puzzle' campaign was designed as the world's slowest puzzle, a 570-piece only red puzzle, to celebrate Heinz's iconic traits.
• 🌐 The 'draw Heinz' campaign was a social experiment showing that people worldwide associate the Heinz bottle shape with ketchup.
• 📝 The 'draw Heinz' campaign capitalized on fans' drawings of ketchup, most of which depicted the Heinz bottle, reinforcing its iconic status.
• 💉 Heinz created custom red ink inspired by fans sharing their Heinz tattoos online, a modern take on brand engagement.
• 🌈 Tattoos, once a subculture, have become mainstream, and Heinz's creation of ink color is a first in brand marketing.
• 🔑 The takeaway is that Heinz's advertising strategies focus on leveraging their iconic traits and engaging with fans in modern, creative ways.

Q & A

What is the role of a strategist in advertising?

A strategist plays a key role in creating the big idea in advertising, guiding the development of the campaign's core concept.

What is an 'idea platform' in the context of advertising strategy?

An idea platform is a statement with three variables that forms the foundation of an advertising campaign, helping to focus and articulate the campaign's message.

What is the 'big idea' for Hines as described in the script?

The big idea for Hines is to remind fans in a modern way why everyone loves Hines, focusing on the brand's iconic traits and avoiding nostalgia.

What are the three parts of the idea platform for Hines?

The three parts are: 1) Reminding people of how big of a fan they are, 2) Highlighting the brand's iconic traits such as the red color, the Keystone logo, and the bottle, and 3) Presenting a modern take on the brand without leaning into nostalgia.

What was the concept behind the 'ketchup puzzle' execution?

The concept was to create the world's slowest puzzle, a 570-piece only red puzzle, to celebrate Hines' iconic red color and the slow pouring time, tying into the idea of fans waiting for the product.

How did Hines engage fans during the lockdown with the 'draw capture' campaign?

Hines asked people around the world to draw ketchup, with a majority drawing a Hines bottle, showing the brand's iconic recognition and engaging fans in a social experiment.

What was the 'Hines Inc' campaign about?

The 'Hines Inc' campaign was a social experiment that demonstrated how people associate only one brand of ketchup with the word 'capture', highlighting the brand's unique position in the market.

What inspired the creation of 'custom red Hines ink'?

The idea was inspired by Hines fans sharing their Hines tattoos online, leading the brand to create a custom red ink as a modern and innovative way to connect with its fans.

How does the 'custom red Hines ink' relate to the brand's iconic traits?

The custom red ink relates to Hines' iconic red color, tying the modern concept of tattoos, which have become mainstream, to the brand's heritage and identity.

What is the significance of avoiding nostalgia in Hines' advertising strategy?

Avoiding nostalgia allows Hines to present a fresh and modern image, appealing to new generations and maintaining relevance without relying on past associations.

How do the executions mentioned in the script support the big idea for Hines?

Each execution creatively highlights the brand's iconic traits and modern appeal, from the slow ketchup puzzle to the social experiment with drawings and the innovative red ink for tattoos, all reinforcing the brand's identity and connection with its fans.