Heinz plans to launch a campaign this spring that leverages Google Lens technology to drive engagement with the brand.

The “Heinz Finder” campaign uses Google’s image recognition tech to enable consumers to identify restaurants that serve the brand’s ketchup. Canadians who scan Heinz product labels with their smartphone camera will instantly discover a list of nearby places that serve the ketchup. The list will also redirect them to Google Maps so they can navigate to the restaurant and/or book a table.

The media plan includes interactive DOOH in key urban locations across Ontario, Alberta and British Columbia. The ads incorporate QR codes that direct customers to local restaurants. Heinz will also launch social media content, as well as an influencer program, to emphasize how simple it is to use the tech.

Carat is managing media buying, while Zeno Group Canada is in charge of public relations. Gut Toronto is handling creative.

“At Heinz, a key part of our strategy is staying on top of the latest cultural trends and technology, and allowing that to help guide our creative work,” Megan Lang, global head of brand communications and creativity, tells MiC. “Google Lens image recognition technology has blown up over the last five years, as it’s easy for consumers to both use and understand. As its use has increased and quality has continued to improve, it’s something that intrigued us as a potential solution to a real problem our fans are facing.”

A Heinz survey with 1,372 respondents in Canada and the U.S. last year found that 77% of fans are disappointed when a restaurant doesn’t serve Heinz ketchup, according to Lang. “By providing a solution to a prevalent consumer pain point, the brand strengthens its relationship with customers and reinforces its commitment to enhancing their dining experiences.”

Google’s tech also enables Heinz to reach a larger audience, particularly Gen Z consumers, who are digital natives and culinary adventurers.

“We’re hacking tech behaviour Gen Z is already participating in, meeting them where they are, and marrying that connection with those that love Heinz in an engaging way to build brand loyalty and devotion,” says Lang. “This idea is the power of simplicity in action. People want Heinz at restaurants and restaurants want more people to come in. Leveraging this image recognition technology as a hack that connects the two, we’re creatively repurposing existing technology to solve a problem for Heinz fans while also supporting local businesses by introducing them to our fans.”

The campaign is part of the brand’s most recent global platform, “Irrational Love,” which highlights fans’ commitment for the brand and the love and care with which Heinz makes its products. Launched last June, the campaign was supported by TV, cinema, social media and OOH ads. It is one of the brand’s largest media investments to date, according to Lang.