The chain's Mexico business linked rewards to traffic in a similar fashion in 2019 in an award-winning activation dubbed 'Whopper Detour.' Collecting real-time data from the parts of Mexico City that were experiencing heavy traffic, Burger King delivered food to drivers in their cars as they waited in gridlock. Marketing is playing a larger role in Kraft Heinz's strategy as it looks to maintain the windfall.įor Burger King, traffic-related stunts aren't new. Net sales were up 3.9% in 2021's first quarter, beating estimates, while the company forecasts a mid-single-digit lift again in the second quarter. Kraft Heinz is among the packaged foods brands that have seen sales rebound thanks to the pandemic after years of struggling to find growth.

Prior to that, Kraft Heinz Canada in May 2020 debuted an all-red puzzle, an intentionally frustrating activity that paid homage to the ketchup's slow pour. 'Hold for Heinz' asked visitors of to wait 57 minutes to enter the sweepstakes, recognizing that consumers had more free time during the pandemic and were typically spending more time online. In February, Heinz challenged fans to an online endurance test for a chance to snag one of 157 burger kits, including a custom red spatula, apron, grill mitt, napkins, plates and Heinz's ketchup, relish and mustard. The move builds on other plays from the packaged foods brand that lean into the frustrating nature of its condiments slow pour.

Private equity firm 3G Capital Partners partly owns both Kraft Heinz and Restaurant Brands International, Burger King's parent company. Teaming with fast food giant Burger King is notable in that the deal allows both food-related brands to reach each other's customers in a natural fashion. Heinz is again riffing on the idea of delayed gratification with a lighthearted rewards program that nods to the brand's famously slow-pouring ketchup bottles.

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