If regular vampires drink human blood, vegetarian vampires drink Tomato Blood. To convince vampires to go vegetarian and drink Tomato Blood, we created a fictional vegetarian vampire influencer who prefers the taste of Tomato Blood and tasked actual influencer E.J. Marcus to play the character known as “Toby the Vegetarian Vampire.”

We aimed to mobilize the perfect advocates who would catapult us into the Halloween conversation and make Heinz Tomato Blood synonymous with Halloween culture–a group who would benefit most from Tomato Blood. The obvious answer was Vampires. For centuries, there had been no alternative sustenance for vampires who didn’t want to drink human blood. Until now.

If regular vampires drink human blood, then vegetarian vampires drink Heinz Tomato Blood. We treated the campaign as a real marketing effort to convince this thriving subculture to go vegetarian, with our product front and center.

+ 457 Million earned impressions
+12.5% increase in sales in 2022 from 2021 
+Campaign ER% and click-through surpassed TikTok benchmarks by 80% and 320%
+Campaign ER% surpassed brand benchmarks on Instagram by 400%