Heinz/Waze/Burger King - Heinz Bottleneck

We partnered with Waze to utilize their app’s built-in navigation and speed tracking system to target Canadians across the country that were stuck in traffic. If they went the same speed as Heinz Ketchup (0.045km/h), they were rewarded with free Heinz Ketchup. To target drivers stuck in slow traffic, we made billboards that activated when nearby cars drove 0.045km/h. When drivers travelled at the speed of Heinz, they saw a message offering them free Heinz Ketchup. During peak traffic hours, we ran long-copy billboards, giving drivers something to read while they were stuck driving the speed of Heinz.