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A study conducted by Heinz for new campaign ‘HOURZ’, in collaboration with VML Argentina, reveals that people spend hours, and in some cases, even days waiting for the ketchup to come out of the trademark bottle throughout their lives.

This is some unexpected campaign where Heinz cleverly turns what could have once appeared as a problem into a positive traits for Heinz Ketchup.

Yes, who hasn’t ever struggled with a Heinz glass bottle trying to find a trick to let the ketchup smoothly slide out.

And here comes Heinz marketing team turning this struggle into a top characteristic of a thick texture that needs time to land in our food, and that Heinz lovers don’t mind spending time doing so.

As a matter of fact, a recent study conducted by Heinz in collaboration with VML Argentina sheds light on just how much Heinz’s ketchup is loved by consumers, revealing that Heinz lovers spend long time waiting for their ketchup to come out of the iconic glass bottle.

According to the Heinz study, it takes 5.7 seconds for Heinz’s thick and rick ketchup to come out of its bottle. Given that the average consumer enjoys Heinz ketchup 3 times a week, the time spent waiting for the ketchup to make its way out of Heinz’s famed bottle in one’s lifetime adds up to hours, and in some cases, even days.

Commenting on the campaign, Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, said: “At Heinz we pride ourselves with our top quality thick & rich ketchup which results in its iconic slow pour that takes approximately 5.7 seconds to get out of the bottle. In our fast-paced world nothing screams true love more than giving your time and evidently more than half our consumers (55%) are willing to patiently wait for Heinz to start their meal! We have amplified this insight in our newly launched campaign Heinz Hourz calculating the average time spent in a lifespan happily waiting for Heinz”.

“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, it has to be Heinz”, Juan Calvo ECD of VML said.

For curious customers eager to know how many hours they have spent waiting for Heinz, The creative team behind this ad is asking people to simply follow the below calculation in order to understand how much time we end up spending with heinz though out our life: 5.7 seconds x # of pours per meal x # of meals per week x age = hours in a lifespan spent been waiting for Heinz ketchup.

End of story: In a world where time is finite, people dedicate their time to the things they love most. 

How brilliant!