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Library/Campaign/Heinz: #FindTheKetchupBoatGuy
Grade B18 sourcesHIS-00207

Heinz: #FindTheKetchupBoatGuy

Campaign · 2023 · Notable

53Editable slideCertificate

Heinz said its search for Elvis Francois reached 4.8 million people on Instagram.

Original · @heinz
Heinz on Instagram: "To whoever finds this message, We need your help tracking down an amazing man with an amazing story. You may remember Elvis Francois as the brave sailor who survived on nothing…
Heinz on Instagram
Elvis Francois receives a medical checkup after being rescued in Cartagena, Colombia, in January. Heinz is asking the public to help contact him so they can buy him a new boat in celebration of his…
CNN via KSL
Kraft Heinz | #FindTheKetchupBoatGuy
The One Club for Creativity
#FindTheKetchupBoatGuy success: Heinz locates the man who survived nearly a month at sea by eating ketchup and seasonings
CBS News
Bottles of Heinz tomato ketchup pictured on the shelves of a grocery store.
Fortune
Heinz message in a bottle creative asking users to FindTheKetchupBoatGuy.
Heinz / The Kitchen North America
Heinz - #FindTheKetchupBoatGuy Case Video
Case Study Upload 1 on Vimeo
Un náufrago que sobrevivió 24 días consumiendo salsa de tomate protagonizó campaña de Heinz, sin saberlo
Digiday

Spread Score

How it works
Reach62ContagionNo data yetBreadth40Velocity51LongevityNo data yet53

Numbers

Campaign earned-media impressions, entrant claim; window undisclosed
3.7B
Press · Self-reported · Shorty Awards / The Kitchen North America and Kraft Heinz entrant submission
Peak date
Week of Feb 27, 2023
Feb 14 ’23 to Week of Feb 27, 2023
Platforms
7
Started on Instagram
Origin
Seeded
Food & beverage

Mechanics

  • NewsjackingPrimary
  • Mystery & lore
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Heinz turned Francois’s rescue story into an Instagram search. EmoNews interviewed him and connected the brand to him. CBS reported Heinz’s claimed reach. Later reporting showed the boat payment left navigation equipment unfunded; Heinz sent more money.

Dates use the stated precision; chart positions are date anchors.

Jan ’23FebMarAprMayJunSepDecApr ’24JunXInstagramPressRedditFacebookOpen webTV
XInstagramPressRedditFacebookOpen webTV

13 more events on this chart

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Timeline (16)

  1. January 2023

    Armada de Colombia precursor · Jan 18 ’23

    The Colombian navy publicized Francois’s rescue and his account of surviving on ketchup and seasonings.[1]

  2. February 2023

    @heinz seed · Feb 14 ’23

    Heinz posted a message in a bottle asking users to help find Elvis Francois so it could buy him a boat.[2][3][4]

    Kraft Heinz | #FindTheKetchupBoatGuy

  3. @heinz owner response · Feb 16 ’23

    Heinz narrowed its search to Dominica and asked users to help locate Francois.[5]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 18 sources · Score 53
Origin
Seeded
Sector
Food & beverage
Region
US
Campaign earned-media impressions, entrant claim; window undisclosed
3.7B
Press · Self-reported · Shorty Awards / The Kitchen North America and Kraft Heinz entrant submission
Evidence
Grade B

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How the next thing spread, the week it does.

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Jan ’23FebMarAprMayJunSepDecApr ’24JunXInstagramPressRedditFacebookOpen webTV
XInstagramPressRedditFacebookOpen webTV

13 more events on this chart

Join free to see them

  1. January 2023

    Armada de Colombia precursor · Jan 18 ’23

    The Colombian navy publicized Francois’s rescue and his account of surviving on ketchup and seasonings.[1]

  2. February 2023

    @heinz seed · Feb 14 ’23

    Heinz posted a message in a bottle asking users to help find Elvis Francois so it could buy him a boat.[2][3][4]

    Kraft Heinz | #FindTheKetchupBoatGuy

  3. @heinz owner response · Feb 16 ’23

    Heinz narrowed its search to Dominica and asked users to help locate Francois.[5]

  1. owner response · Feb 17 ’23

  2. press · Feb 21 ’23

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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