How to Make the Most of Every Last Drop: Lessons from Heinz's 'The Last Drop'

Imagine this: you’re eating a burger, fries on the side, and as you’re about to take a bite, a drop of Heinz Ketchup falls onto your sleeve. What do you do? Most people wouldn’t think twice about licking it off, and that’s exactly what Heinz captured in their latest campaign, ‘The Last Drop’.

Inspired by a viral video of a mom licking ketchup off her baby to avoid wasting even a little bit, Heinz’s marketing team jumped to turn this spontaneous, everyday moment into an ad. And they didn’t waste time. In just five days, the brand had its new campaign ready to launch. 

Speed Meets Culture 

In a world where trends move faster than ever, Heinz has proven they’re up to the challenge. Their global platform, ‘It has to be Heinz,’ is all about celebrating the unique, sometimes quirky love that people have for the brand. From squeezing the perfect amount on a hot dog to licking the last drop off your keyboard, Heinz knew they had something special with this idea. 

In ‘The Last Drop,’ the campaign showcases a range of people – young, old, at home, or at work – going the extra mile to savour that final bit of Heinz ketchup. Whether it's off a sleeve, a shirt, or even a desk, fans are shown doing what it takes to enjoy every drop. 

How did this come together so fast? 

The answer lies in Heinz’s newfound approach to marketing. Rather than planning everything for months, the brand has shifted to allow more flexibility, giving its marketing team the chance to react to cultural moments and consumer trends almost instantly. This time, the moment came from a viral video, but who knows what will be next? 

As Thiago Rapp, Heinz’s Director of Taste and Elevation and Masterbrand, explains, the challenge is no longer about waiting for the perfect campaign but being ready to act. “We want to be seen as one of the Apples, Nikes, Legos of the world,” he says. And with their quick response times and focus on localizing their global campaigns, they’re well on their way. 

Authentic, Relatable, and a Little Silly 

The charm of ‘The Last Drop’ lies in its relatability. Everyone has had that moment where they’re willing to bend the rules a bit for their favourite food. Heinz taps into this real, every day love people have for their ketchup – how they’ll discreetly lick a drop of their hand or wipe the last bit with a fry. 

It’s a celebration of those little, slightly silly, human quirks that come with enjoying food – and it's that authenticity that makes the campaign work. While the ad is playful, it's grounded in a real consumer insight: when it comes to Heinz, people will go to great lengths for just one more taste. 

More than just an Ad – A cultural Moment

Heinz’s ability to jump on trends and react quickly has been key to their success. By tapping into the speed of social media, Heinz is staying relevant to their audience, making their brand feel fresh even after decades of being a household name. 

This campaign, developed in collaboration with Le Pub Brazil and Public Benelux, is also an example of how great ideas can come from anywhere. Although created in Brazil, the ad has global appeal, and there are already plans to launch it in multiple markets. It's a true testament to how Heinz is blurring borders and bringing people together with a shared love for their iconic ketchup. 

What’s next for Heinz?

With ‘The Last Drop’ Heinz has set a new standard for how quickly a brand can move to capture the energy of modern culture. As Rapp says, “This is just the start.” With a global platform that allows for local flexibility, we can expect faster–growing clever campaigns from Heinz in the future. 

The takeaway from this campaign? Whether it's off your shirt, your sleeve, or your keyboard – when it's Heinz, you’re always going to want that last drop. So next time you spill a little ketchup, don’t be shy. Lick it off – Heinz knows you want to. 

Let us know, how far would you go for the Last Drop?