Times have changed and, with it, the vision and expectations of consumers. Today, experience is everything, consumers seek to live in the moment or, failing that, for the brand to give them the opportunity to experience something that, perhaps, they had never experienced before; It is no longer enough, sometimes, to offer a good product, but the experience or experiential is gaining ground in the preference of the consumer or client.
This is something that HEINZ knows well, since it is a brand that, in keeping with these new times, decides to offer a different experience to the consumer with its “From tacos to hamburgers” initiative; change, just for one day, the consumption of tacos for the consumption of hamburgers, this within the framework of Hamburger Day, which occurred on May 28.
“One of the most emblematic dishes in Mexico is nothing more and nothing less than, tacos! And that is why Heinz wanted to make Hamburger Day something very Mexican, changing the tacos for a delicious hamburger in a fun way: we replaced the tacos with a menu of three hamburgers, all of them intervened in a super original and delicious way with the favorite ketchup of Mexicans: Heinz”, Explain Italia Carrillo, Marketing Director of Kraft HEINZ Mexico.
In Mexico, the decade of the 70’s is, without a doubt, one of the most remembered, this being the one that allowed the transition to a new market to happen with the arrival of the hamburger in our country, one of the most iconic products of the American society and that, thanks to a famous hamburger chain, managed to position itself in the taste of Mexicans.
From that moment on, an important relationship between the Mexican consumer and hamburgers began, so much so that today there is already an entire market and a very broad consumer niche that is even growing day by day. For this reason, HEINZ made the decision to experiment with one of its flagship products: Ketchup as the ideal complement to the hamburger.
“We wanted to provide these burgers with a unique combination of flavours, experiences and textures, with exquisite shepherd’s burgers, boneless and, of course, the classic meat burger, but always accompanied by the perfect match: Heinz Ketchup”, he adds.
Experience is everything in marketing strategies, and more so if we consider that there is an open and willing market and Heinz is a brand that seeks to explore new experiences through food, whether it is from delicious launches to collaborations, there is always something new is cooking in the company and this International Hamburger Day was no exception.
It was for this reason that last Saturday, May 28, the brand celebrated this day with the aim of not only showing the quality of its Ketchup, but also to make it clear to its consumers that Heinz continues to be the leading brand in table sauces.
Throughout the day, the brand worked together with “El Faraón”, a taco restaurant located in the Roma neighborhood, which was intervened by the brand.
This event was attended by executives of the brand and some influencers such as Jirafita Oficial, Soy Glotón, Food Police, Daddy of Gastronomy, Sounds Deli, Mother of Gastronomy, Food Trotters, El Buen Comer, Gastro Tours and of course Marcello Lara, better known as Burgerman for his love and fascination with this dish and who recently became a brand ambassador.
“We are very happy that our team of experts has been able to make this day a unique experience in every way, not only for the consumer, but also for us. Without a doubt, International Burger Day is a celebration in which we can continue creating extraordinary gastronomic adventures without neglecting the authenticity of our brand” comments Italia Carrillo, Marketing Director of Kraft HEINZ Mexico.
A brand that is here to stay
As well as celebrating Hamburger Day, Ketchup Heinz is planning various activities related to hamburgers. “What I can say is that we have a platform called Heinz Selection through which Heinz certifies hamburger houses, guaranteeing the best taste and quality experience. We will do this not only in CDMX, but in various areas of the Mexican Republic, where a badge will be placed so that the consumer identifies that in these places they will be able to enjoy Heinz products, ”Italia Carrillo concludes.