Heinz’s ‘Tomato Blood’ Halloween Campaign

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Dressing up is an important part of Halloween, and finding fake blood for it is a task. Heinz is hopping on seasonal trends with a creative effort that recognizes its ketchup brand’s longstanding application as fake blood for Halloween costumes and decorations. It's got to be a precise colour of red; it has to be inexpensive enough so you can douse yourself, and you should be able to easily wash it off before bed. 

As Halloween approaches, one food brand has embraced its gory potential. It's all about the ketchup. You may have been using ketchup for years as a Halloween costume aid, but Heinz finally made its likeness to blood official last year when it released a special edition of Tomato Blood Ketchup. 

The #1 ketchup-maker is bringing back the fun this year to keep its red sauce top of mind for anyone planning a scary costume. The tagline for the campaign is “If you have Heinz, you have a costume”. You can use the Halloween sauce to create a ‘bloody’ costume. Although you will smell like tomato sauce, though depending on personal preferences, that may be a good thing! Heinz even came up with a hashtag so consumers can share their blood tomato sauce creations! #HeinzHalloween. The brand didn’t stop at blood sauce, in the United Kingdom Heinz has embraced Halloween by rebranding its garlic sauce collection and dubbing it a Vampire Survival Kit. 

The brand onboarded its very own vampire influencer to spread the word. To promote Tomato Blood, Heinz enlisted popular TikTok creator E.J. Marcus to play the role of a vegetarian vampire, Toby, in a playful spot that will debut on Oct. 2 during the premiere of AMC’s “Interview with the Vampire.” The video will also be featured on YouTube, Instagram, and TikTok. Toby, a vampire, converted to vegetarianism years ago to spare the necks of humans. Instead, he gorges on ketchup and is on a mission to inspire his fellow vampires to do the same. 


Source: https://www.eatthis.com/

Heinz is promoting its signature condiment’s use as fake blood for Halloween festivities through new merchandise and limited-run Tomato Blood Ketchup packaging. The seasonal gear, which includes Tomato Blood costume kits, masks, and premade outfits themed around mummies, pirates, and more, is available on an e-commerce microsite, HeinzHalloween.com, starting today. 

The condiment marketer is also opening its first Heinz Halloween Store in Los Angeles where visitors can pick up the gear and interact with “drip stations” for decorating their attire. Kraft Heinz has previously embraced spooky holiday spirits with its Tomato Blood ketchup, frequently promoting the limited-time rebrand each year by tuning into Gen Z interests and macroeconomic trends. 

In 2020, it utilized TikTok to challenge consumers to share their Halloween Heinz’s ‘Tomato Blood’ Halloween Campaign 2 transformation using Tomato Blood. In 2021, it sold DIY Tomato Blood costume kits, timed to concerns regarding supply chain shortages. 

Source: https://adage.com/

Heinz encourages ketchup lovers everywhere to be like Toby this Halloween season, joining vegetarian vampires and indulging in devilishly delicious Heinz Tomato Blood before it flies off shelves like bats from the sunlight. Heinz Tomato Blood Ketchup is available at retailers nationwide starting in October. 

Additionally, human fans of Toby can head to select Six Flags locations to try the Loaded “Bloody” Nacho Fries featuring Heinz Tomato Blood and, when the sun goes down, experience the thrill of Six Flags Fright Fest during October.

 “Whether dripped on a dinner plate or used as a creepy accessory, Heinz has been helping people make memories for years, and this Halloween is no exception”, says Alyssa Cicero, Brand Manager, Communications, Heinz. “The limited-edition Heinz Tomato Blood Ketchup bottle features the iconic ketchup people know and love in a design even vampires can appreciate.


-Nishita Jain

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