Halloween is a major marketing event in the United States, and increasingly in several countries, which presents opportunities in terms of engagement and sales. Like every year, the HEINZ ketchup brand has launched a captivating marketing campaign to spice up our daily lives …
“If you have Heinz, you have a suit”
For several years now, people have used ketchup to mimic blood for their Halloween costumes. HEINZ has taken note and will be releasing a new costume kit to celebrate Halloween this year. The brand launched HEINZ Tomato Blood in a limited edition to help enthusiasts and party-goers spice up their outfits.
“If you’ve got Heinz, you’ve got a suit,” the new tagline reads. Whereas previously Heinz suggested pouring their ketchup into dishes like burgers and hot dogs, the brand is indeed happy to encourage customers to brush their necks with it like a stabbed victim.
The brand sells both prefabricated outfits containing:
- Classic monster disguises: a mad scientist costume, a corpse wedding dress …
- Branded kits so consumers can design their own ghoulish look.
To hammer away the whole costume idea at home, the HEINZ Tomato Blood Costume Kit is a box that, in addition to holding a Halloween-themed ketchup bottle, also contains a makeup palette, a sponge, dropper, set of makeup brushes, rhinestone sheet, sheet tattoo, vampire teeth and creepy eyelashes.
Looking at the DIY approach, Heinz hopes consumers will share their outfits on social media using the hashtag #HeinzHalloween to spread the message.
A successful marketing campaign in 2020 at Heinz
Last year, Heinz also engaged young consumers to celebrate Halloween with its #HeinzHalloween and #Sweepstakes contest on TikTok. With 1.7 billion views in a few days, his campaign got off to a good start.
By entering this contest, Halloween enthusiasts could win a bottle of Tomato Blood ketchup on TikTok. All they had to do was post a video of their “Halloween makeover” with a bottle of Heinz Tomato Ketchup or a representation of the brand. They also had to include the hashtag #HeinzHalloween and #Sweepstakes in the caption of their video.
These Tomato Blood bottles aren’t just any old ketchup bottle. They are tiny, and the label glows in the dark.
Some ideas for Halloween marketing campaigns
Halloween isn’t as big an event as Christmas, but that doesn’t mean you have to forgo this event. In the United States, millions of Americans plan to celebrate Halloween this year, looking for several different things to do with family and friends, taking advantage of promotions on candy, decorations and costumes.
As in previous years, before making a final decision:
- 31.4% of consumers find inspiration for their costumes online;
- 26.8% go to costume stores and retail stores.
But Halloween marketing isn’t limited to those selling candy and goblin masks. You can turn your visitors into customers if you optimize your online reputation and make your brand relevant online, especially on social media.
Here are some Halloween marketing campaign ideas to inspire you:
A photo contest with your products
If you are a cosmetics brand for example, you can encourage your visitors to make a Halloween makeup with your products. For example, create a Photo competition in which your visitors will share their makeup photo with your products. Then encourage your community to vote for the best makeup and reward the winner.
A quiz on horror movies
Why not set up a quiz with cult objects or characters from the best horror movies all time ? Make a poster with all the elements and invite your audience to find the movie corresponding to the elements of your poster. Offer cinema tickets to the participant (s) with the correct answers.
Again, since Halloween is a smaller party than Christmas, you don’t have to make all of your Halloween-related social media posts, but having one or two Halloween posts per week in October is a great idea. . Art, craft and stationery supply stores, for example, may share mini-tutorials on how to make a Halloween costume. Bars can also create unique Halloween cocktails – or modify popular cocktails to have a Halloween touch – and share the recipes on social networks.
Either way, the best Halloween marketing campaigns often feature smart storytelling with a strong focus on images and especially video. If you want to create a great social media campaign for your brand, take a look at our web marketing training with a social media strategy component.