Heinz - Hours

We don’t really think about the time we lend to things we love. Hours? Days? Weeks? Who’s counting? Well, Heinz is. Because alongside VML, the brand is now divulging just how much time people spend with it.

According to a Heinz study, ketchup takes 5.7 seconds to come out of its trademark bottle. This data, combined with the results of a survey indicating that the average consumer enjoys Heinz ketchup three times a week, multiplied by the years of life of each person, can give us a surprising result of hours and even days. We found a very simple, but at the same time a very common, real and powerful insight that only a brand that has such irrational lovers could properly use. Because waiting two days of your life, or more, for ketchup, is not something you would do for just any ketchup.