Consumers believe that turkey, mashed potatoes and roast beef are the true heroes of Thanksgiving--which explains why there are 10x the number of search results related to them around the holidays. But in reality, those foods often end up dry, overcooked, and underwhelming, leaving it to gravy to save Thanksgiving dinner.
So to prove to skeptical gravy enthusiasts everywhere that Heinz Gravy is more than delicious enough to serve as their holiday saviour, we decided to pit their taste buds against some of the driest foods imaginable and watched as Heinz delivered.
Heinz Gravy launched The World’s Driest Taste Test — a social experiment where we took Thanksgiving staples like turkey, roast beef and mashed potatoes, dried them out to their extreme, and served them to ten unsuspecting people-- without gravy.
We then watched as they suffered for as long as they could before begging for Heinz Gravy. And when they finally gave in, they revealed that our gravy could save the worst foods imaginable.
The campaign began with a long-form film, but we didn’t stop there. We then challenged the internet and gravy lovers everywhere to try the World’s Driest Taste Test for themselves at home. We taunted them on social with delicious gravy pour shots, and then partnered with some of the internet’s biggest food influencers, including Danny Cugine, Drea Okkeke and Kendahl Landreth, and made them suffer through this taste test themselves.
Our campaign aimed to inspire a movement on social media, increase sales during the holiday season, and convince gravy lovers once and for all that Heinz Gravy’s taste stacks up with homemade gravy - and The World’s Driest Taste Test was an unquestioned success.