World-renowned ketchup maker Heinz has spoken to Campaign Middle East about its latest ‘irrational’ marketing tactic: a robotic snack dipper called ‘Hum Hum: The Gamechanger‘ recently launched at the Esports World Cup in Saudi Arabia.
According to Heinz, the campaign was birthed from research which revealed that 90 per cent of gamers struggle to snack while playing games. Another 75 per cent of gamers stated that they wish they could eat while playing – a near-impossible feat for professional gamers who use both their hands to loot, conquer, and survive within their games.
To solve this problem and feed into the gamers’ ‘irrational love for dipping snacks in sauces’ Heinz created ‘Hum Hum’ a robotic device with a mechanical hand that dips the gamers’ snacks into their favourite Heinz sauces and feeds them while they play.
“Hum Hum is our irrational act of love to our gamer consumers’ irrational love for Heinz. Heinz’s goal for this campaign was to create a groundbreaking experience that not only highlighted our innovative spirit but also solved an important issue faced by the gaming community. We aimed to introduce a unique concept that would engage gamers in an unexpected way, driving brand awareness and loyalty while showcasing our product in a fresh and dynamic context. Hum Hum, does exactly that,” said Passant El Ghannam, Head of Marketing, Kraft Heinz MEA.
From a brainchild to executing the campaign
The Hum Hum robotic snack dipper and feeder is triggered by pedals to ensure gamers never stay off their controls nor their snacks, with future versions holding promise to recognise voice commands and even face recognition.
“The journey from the first brainstorming session to execution was extensive and involved more than just boardroom discussions. We started with our research discoveries and worked our way to devising Hum Hum – The Game Changer. A crucial step was integrating and coordinating with various agencies — creative, digital, media, and production — ensuring seamless collaboration and execution. Regular communication and alignment across these agencies allowed us to roll out the campaign effectively, adhering to the strategic plan and optimising impact across all channels,” Passant El Ghannam added.
FP7 McCann, which was the creative and digital team working with Heinz on the campaign, crafted the video content, while the production of the robotic arm was handled by Power Interactive, under FP7 McCann’s supervision.
Heinz’s media team Carat took care of placements, while Current Global MENAT’s managed the brand’s PR messaging. The Brandripplr team engaged with influencers to raise campaign awareness.
“Heinz’s Hum Hum campaign was executed with a comprehensive, integrated approach across multiple platforms, from PR to socials and creatives. We brought out the Hum Hum concept during the E-Sports World Cup, the biggest e-sports event hosted in Riyadh Boulevard. Heinz invited the event’s audiences to explore and interact with Hum Hum in Heinz’s interactive fun booth. The story was then shared online to media through a PR approach along with collaborating with influencers to try out the device and introduce Hum Hum to their followers on their social media,” Passant El Ghannam explained when asked about the campaign.
Results of the Heinz campaign
The initial market reaction has been incredibly positive, the ketchup maker confirmed, adding that consumers were both surprised and impressed by its innovative approach.
“Some even refused to believe that Hum Hum is real. It is our gift to the gaming community because every gaming session deserves to be saucy, and of course, uninterrupted,” Passant El Ghannam added.
In Q3 2024, parallel to its Hum Hum campaign, Heinz reached the highest market share in both volume and value.
“Overall, ‘Hum Hum: The Gamer Changer’ campaign had a positive impact across brand building, engagement, and sales by integrating the brand into a growing and influential cultural space. This campaign showcased Heinz as an innovative brand willing to experiment with unconventional marketing strategies, and a brand that is always, always listening to what the fans want and need,” Passant El Ghannam said.
The campaign was designed to be interactive, allowing gamers to engage with Heinz in a context that felt natural and fun. This led to high levels of participation and interaction on social media encouraging shares, comments, and discussions among gamers and their communities, increasing Heinz’s brand visibility and building a niche community of brand advocates within the gaming world.
CREDITS
Agency: FP7 McCann
Client: Kraft Heinz MEA
Production House: Power Interactive
Media team: Carat
PR team: Current Global MENAT
