With Halloween just around the corner, brands are once again getting creative with their horror themes, launching eerie campaigns that inspire audiences to embark on this fun, spooky experience and embrace the Halloween spirit from a fresh perspective. And while there are plenty of ideas on thematic costumes and interior haunted decor, there’s one trick that reigns supreme — and is cheap, edible, and always effective as a blood substitute: the classic ketchup!
However, for its Halloween-themed campaign, Kraft Heinz Brazil decided to ditch the legendary red ketchup and suggest the public replace the classic sauce with its newly introduced, limited-edition jet-black mayo made with black garlic. Dubbed “Mayo Halloween,” the new product with glow-in-the-dark packaging not only pays a nice homage to vintage black-and-white chilling movies but also plays the role of a key element in recreating a scary atmosphere.
The centerpiece video that complements the launch of the new sauce was developed with the help of DAVID São Paulo, immersing viewers in a monochrome world haunted by creatures like vampires, werewolves, and terrifying mansions. Splashes of what seem to be blood stains are visible on the screen. But don’t let this eerie landscape Heinz painted fool you because, well, it is not the classic red ketchup the protagonist of the show, but rather it is the new black sauce in the spotlight.
“We want our limited editions to connect with important cultural moments for our consumers, as if our products were a way to expand the experience of these special dates. As Halloween becomes increasingly meaningful for Brazilians, Halloween seemed ideal for us to create a product combining a flavor still uncommon in Brazil — black garlic — with a context that’s fun for people and unexpected for Heinz,” explained Thiago Lopes, CMO, Kraft Heinz Brazil.
“We explored the visual language of these films as a reference to build the narrative up to the plot twist: ‘Do you think it’s ketchup?’ At this point, the film gains color, but the blood doesn’t turn red. It’s the twist that shows that, this time, the protagonist is Mayo Halloween,” continued Renato Simon, Creative Director at DAVID.
The campaign is dedicated to the Brazilian market, and the product can be found at major retailers in the country, while supplies last. Contrary to popular beliefs, it seems garlic doesn’t seem to bother vampires or affect them in any other negative way; in fact, it looks like they actually enjoy topping their burgers with the delicious sauce. So, Brazilian consumers, you’d better act fast and grab your Mayo Halloween before vampires do!
CREDITS
Brand: Heinz Brazil
Agency: DAVID São Paulo
