The challenge

Heinz faced a common frustration among ketchup lovers—arriving at a restaurant only to discover it doesn't serve Heinz. To solve this issue, Heinz needed a creative, tech-driven solution to help customers find restaurants that serve Heinz before they even sit down to eat.

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The solution

billups, alongside dentsu and GUT, developed an OOH campaign to introduce the Heinz Filter, a Google Lens hack that helped users identify nearby restaurants serving Heinz products. By scanning or uploading a picture of a Heinz bottle or packet, Google Lens would pinpoint Heinz-friendly dining spots. The campaign was promoted through digital transit-shelter ads in high-traffic restaurant zones, designed to encourage users to scan the Heinz bottles in the displays and try out the Google Lens hack themselves.

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The results

The Heinz Filter campaign effectively combined technology with real-world convenience, allowing customers to find their favorite ketchup in a new, interactive way. The strategic use of the selected ads maximized visibility in key restaurant areas, driving user engagement. Thanks to the collaboration with dentsu, billups, and GUT, the campaign brought an innovative, tech-forward solution to everyday dining, enhancing Heinz’s brand presence and connecting with consumers in a fun and meaningful way.

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