Heinz Canada has partnered with the Waze app and Burger King to offer slow-commuting drivers a chance to get free ketchup on a meat-free Impossible Whopper to promote its notoriously slow-moving sauce.
The company reasons that, although many Canadians are planning on taking a road trip this summer, few will be leaving the country as a result of the pandemic. That will mean a summer of traffic, which could easily slow drivers down to a crawl on, say, Ontario Highway 401 that runs through Toronto, which is North America’s busiest highway.
“Surprisingly, many people don’t know that Heinz pours out of our glass bottle at 0.045 kilometers per hour (0.027 mph),” says Daniel Gotlib, Associate Director, Brand Building & Innovation, Kraft Heinz Canada. “We want to help our fans see that going slow isn’t always a bad thing and reward them with the delicious, iconically slow-pouring Heinz Ketchup for those terrible traffic jams.”
Read Also: German Artist Triggers Traffic Jams On Google Maps Using 99 Smartphones
So, when the Waze app sees that a driver is going the speed of ketchup (0.045 km/h or 0.027 mph) it will serve them an ad for Heinz, while a select group of the slow moving Canadians will be given a digital coupon for a free Impossible Whopper combo (with Heinz ketchup) from Burger King.
The promotion is running right now, having started on June 3, and is going on until July 4, so Canadians with Waze better hurry up and drive into traffic. Go to the really, really far away grocery store during rush hour, drive through a carwash for no reason with your Waze app on, or creep up and down your driveway until you find the right speed all in the pursuit of that sweet, sweet tomato puree.
