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Heinz builds on QR code success with new cause-marketing effort

Based on the success of its first effort, Heinz Ketchup is once again putting QR codes on ketchup bottles, this time to support nonprofit organization Wounded Warrior Project.

Heinz previously used a QR code on 20-oz. ketchup bottles when it introduced new, more environmentally friendly packaging. In both the earlier and the just-launched campaign, the 2D bar codes were used to drive awareness and engagement through unique content.

?Based on the great response we received from the PlantBottle QR code ? more than 1 million scans ? we found this to be an effective way to drive awareness and excitement in restaurants, where the special QR code bottles can be found? said Tracey Parsons, spokeswoman for H.J. Heinz Co., Pittsburgh, PA.

?The Wounded Warrior QR code offers us a way to educate consumers about the campaign while they are already using Heinz Ketchup in restaurants, creating some excitement and incentive for consumers to visit their local restaurant and get involved with veterans programs in their own community,? she said.

Easy entry point
For the Veterans Day promotion, 20-oz. Heinz is putting specially designed ketchup bottles in participating restaurants nationwide that feature a QR code on the back of the bottle.

Customers can scan the QR code with a smartphone to send a personalized thank you to veterans.
For each ?thank you? sent and each ?like? on the Heinz Ketchup Facebook page, Heinz will donate 57 cents, up to $200,000, to Wounded Warrior Project.

The front of the bottles feature the phrase ?Our Turn to Serve.?

The goal is to create an easy entry point for people to support veterans.

Each custom ?thank you? created through the campaign will be sent as a postcard through the United Service Organization to a veteran or active military service member with a personal message of appreciation.

The campaign also offers consumers the ability to make their own donations directly to Wounded Warrior Project and to learn more about how to become involved with veterans programs in their local communities.

In addition to the specially designed restaurant packaging, grocery stores will carry special-edition bottles that feature ?Thank You Veterans? on the front label.

Heinz is driving awareness of the promotion with signage and additional incentives.

?With the Wounded Warrior QR code, we have augmented our efforts to drive awareness and excitement in restaurants even further by also featuring table top signage and working with operators to incorporate additional incentives and dining promotions in restaurants,? Ms. Parsons said.

?We?re building on our history of supporting those who serve our country with a campaign that not only celebrates veterans but also helps to raise money for a great cause,? she said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York