Ketchup to the Rescue Curtice Brothers

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Overview

In a world of “unbiased” focus groups, Curtice Brothers went searching for truly honest opinions and comments on their award-winning ketchup — they let brutally honest users of TripAdvisor review the ketchup without even knowing. The brand found the worst restaurants on TripAdvisor, gave them bottles of Curtice Brothers and just waited to see if the ketchup would make any difference to their ratings. And it did. From comments like “Horror story”, “Terrible”, “Don’t waste your money,” the restaurants started to get reviews like “A Solid C+” and “Not the worst option”. This self-deprecating and tongue-in-cheek campaign showed that even the 3-time winner of the Great Taste award can only do so much to save a meal. The best thing a great Ketchup can do is make not okay food okay.

Capability

  • PR
    Experience

Team

  • Berlin
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