Kraft-Heinz | Vegetarian Vampire

Creative Strategy | Creator-Led Storytelling | Brand Innovation

Overview
To launch Heinz Tomato Blood, a limited-edition Halloween ketchup, Heinz tapped into TikTok's love of humor, horror, and creator culture. The campaign introduced Toby, a vegetarian vampire portrayed by creator E.J. Marcus, who prefers ketchup over actual blood.

By turning a seasonal product into an entertaining character-driven story, the campaign brought Heinz into Halloween conversations through creator-led content that felt native to TikTok rather than traditional advertising.

Innovation & Impact

• 12.5% Sales Growth: Heinz Ketchup sales increased in October 2022 compared with October 2021.

• 457.2M+ Earned Impressions: Generated media exposure that exceeded campaign goals.

• Audience Growth: Increased Heinz's average daily TikTok follower growth and profile likes.

• Above-Benchmark Engagement: Campaign engagement rates exceeded TikTok benchmarks.

Awards & Recognition:

• Multiple Shorty Awards Winner

TikTok Creative Strategy Team:

• Jarek Carethers, Global Creative Strategist at TikTok

• Makisa Francis, Lead Creative Strategist at TikTok