Heinz’s ‘Stupid Good, Not Stupid Spicy’ Ketchups Won’t Send You Phoning 911

Ever watched a clip of someone attempting to down a spicy meal only to call out for emergency milk after taking a bite? That’s exactly what Heinz’s latest Stupid Good, Not Stupid Spicy lineup of ketchup flavors wants to avoid.

In a bid to remind spice enthusiasts that they can relish foods with the desired level of heat without sacrificing taste, the brand is spotlighting its Chipotle, Jalapeño, and Habanero offerings for those who crave the perfect kick without going overboard.

Developed in collaboration with creative and public relations agencies Rethink, Publicis 57, and Zeno, the humorous campaign draws inspiration from actual 9-1-1 emergency calls made by individuals who found themselves in spicy food-related predicaments.

These instances include a plea for more milk after consuming an excessive amount of hot sauce, physical discomfort from consuming an overly spicy pepper, and even an encounter with a single chip that proved to be too intensely spicy to handle.

Through this, Heinz celebrates the shared adoration between the brand and its customers for captivating flavor experiences—while emphasizing the importance of not letting extreme heat curb the enjoyment of meals.

“Spiciness used to be about the combinations of flavors and spices rather than how much a food can make you sweat. With this latest campaign, Heinz wants to remind heat seekers everywhere that they can enjoy the spice that they crave and great taste,” said Jacqueline Chao, Senior Brand Manager at Heinz.

“As a brand that is obsessed with bringing irresistible flavor experiences to our fans, our new line of Heinz Spicy Ketchups are bold, flavorful and won’t result in them calling 9-1-1.”

[via Heinz, images courtesy]