Dynamic Marketing Communiqué

This crazy 570-piece puzzle will leave you seeing ALL RED! [Gorillas of Guerrilla Marketing]

June 4, 2020

Puzzles are a lot of fun!

Trying to finish a large one might take a lot of time, but piecing it all together is so satisfying!

Seeing the final image is definitely worth it.

But… what if we asked you to complete a puzzle where EVERY piece looks the same?!

This is exactly what the ketchup brand, Heinz, did last May 2020.

Following the trend of unusual jigsaw puzzles released in the past few months of 2020 (transparent jigsaw puzzle, anyone?), Heinz, in collaboration with Rethink Canada, released their own 570-piece puzzle.

Each piece is colored in the same shade of red, just like their ketchup!

The puzzle is designed to poke fun at how difficult it is to get ketchup out of a bottle…

… probably the same infuriating experience you’ll get trying to piece it all together!

With the quarantine encouraging everyone to stay indoors for the time being, Heinz thought it would be fitting to make their own puzzle for people to solve at home.

According to the Kraft Heinz Canada Brand Manager, Brian Neumann:

“Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands and puzzle popularity has skyrocketed, we wanted to help pass the time by connecting the two.”

When this was first announced, you could only get your hands on the puzzle by winning a competition.

Only 57 puzzle sets available!

Due to insistent public demand, Heinz announced a few weeks after the competition that people can now order their own ketchup puzzle online.

The puzzle kept people at home. They spent hours solving it and scratching their heads!

Heinz raised USD 10,700.00 (target sales of the puzzle in the US) to donate to Feeding America.

That amount is equivalent to 107,000 meals for families in need!

This guerrilla marketing campaign helped generate a lot of buzz around the brand, leaving ketchup lovers amused and happy!

Guerrilla marketing lets you think outside the box to find surprising and unique ways to promote your brand.

Heinz took this approach and created a puzzle that left everyone “seeing red.”

You can do something similar for your brand too!

You can launch your own “weird” product, or even promote a product in an unexpected way.

You can also set up a marketing stunt that would surprise your audience!

Think of something out of the box like placing a beer tap on a billboardperforming a safety demonstration in front of 65,000 people, or creating a shocking movie preview!

Guerrilla marketing allows you to have a bit more freedom to try out different promotional tactics.

You can go for the shocking and unusual to amaze those that encounter your brand!

Sometimes, going for something different helps you produce the best results.

By following Heinz’s example, you too can create your own guerrilla marketing campaign that will surely generate enough buzz and hype so people can’t stop talking about your brand!!

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing is inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s Gorillas of Guerrilla!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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