Ideas that do
To start helping now, Heinz has made a $1 million commitment — in the form of $2,000 grants — to help cover rent and operating costs for 500 qualifying, independently owned diners back in April.
An act of participation marketing by Wieden & Kennedy New York for Heinz Ketchup.
← In its final stage the website credits the participants with proof of concept.
To determine which small restaurants will receive a share of the $1 million fund, the brand was asking people to visit heinzfordiners.com and nominate their favorite neighborhood spot during the initial phase of the campaign.
← All 500 diners were awarded $2,000 each, according to predefined criteria:
- An independently owned establishment, which is not a chain (a restaurant with three or more locations).
- The establishment must be legally operating and have all of the proper documentation in place to serve food.
- Diner management must provide a signed W-9 tax form and relevant business licenses by uploading their documentation using the link provided. This must be done within the 48-hour window provided to the diner.
This is great. A brilliant demonstration of how even small businesses can have impact with data-driven digital campaigns while actually doing some good with little money. All executed within a single website and social campaigning to drive traffic to the site and reach your brand’s kind of people.
More so this brings us back to re-evalute ideas that do, coined by Gareth Kay more than a decade ago —before he left his job at Goodby, Silverstein and Partners shortly after he was promoted CCO if I recall correctly.
This also raises the question why in the face of such a multitude of threads to the continuation of human success, brands and their ad agencies won’t invest in ideas that do rather then in conventional advertising that has long lost its way in the post-digital age.
Now that sure sounded old fashioned.