We’re always on the lookout for unusual B2B work that manages to dial up the creativity and engage audiences emotionally.
We think Heinz’s “Fraud” campaign might be one of the best examples we’ve seen. It called out restaurants around the world that refill Heinz bottles with inferior non-brand ketchup.
Through a form on its website, Heinz even let consumers submit the details of restaurants they thought were passing off other ketchups as the genuine article. The tongue-in-cheek campaign won awards last year at Cannes.
But what does this have to do with B2B?
Well, the Fraud work wasn’t actually aimed at ordinary consumers.
Instead, it was actually a B2B campaign – aimed at supporting its sales reps out in the field selling to its restaurant customers.
It was designed to create a broad sense among restaurant owners that customers really do notice when they don’t serve Heinz. And generate bottom-up demand to put a little more pressure on them.
Like a lot of B2B tech campaigns, it was about providing air cover for sales reps and making their conversations a lot easier.
It’s a great reminder that, with a bit of lateral thinking, even a very standard B2B brief can be turned into properly creative work.
