It all started with a post made on X (formerly Twitter) on 25 September by a Taylor Swift fan account, @tswifterastour, which boasts over 357,000 followers.
a fan at an American Football game. Taylor and the fan are both smiling; beside Taylor is a chicken nugget and sauce – all seemingly innocuous stuff.
But it’s the caption given to the image, which reads “Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!” that caused it to spread like wildfire. Specifically the descriptor “seemingly”. Seemingly ranch – why the painstaking specificity? Why are we focusing on the sauce in the first place?
The tweet, of course, went viral. In ten days the post has amassed 32.9 million views (yes, 32.9 million – that’s seven more million views than the entire population of Australia).
Brands were quick to jump on the viral moment. “Our Ranch Queen” said the official KFC account (now viewed 286,000 times); “can’t be too sure…it could be BBQ!” said Postmate’s twitter.
Heinz hops on the board viral moment
But it’s Heinz that has truly eswatini telemarketing database embraced the moment.
On 27 September it posted a humorous image on Instagram with “seemingly ranch” next to “obviously ketchup”.
Heinz didn’t stop there, however. The same day it posted an image of a classic Heinz sauce bottle – with one key difference: it was labelled as ‘Ketchup and Seemingly Ranch’.
A major success. Taylor’s legions of fans were eating it up. “I need this”, said @abbynicolegarrison. “I would die for one”, said @lexidonziros (hopefully exaggerating).
And, luckily for the ‘swifties’, it turned out Heinz was listening. On 2 October, Heinz made another post again showing the viral condiment, this time announcing a competition giving fans the chance to get their hands on 100 bottles of the limited edition product.
“It’s happening. 100 bottles of Ketchup and Seemingly Ranch are here,” begins the caption.
“To enter, like this post, tag the person you’ll share it with and use the hashtags #SeeminglyRanch #ItHasToBeHeinz #Sweepstakes for a chance to win.”
The post already has thousands of comments – and with just under a week until the competition closes on 10 October, it’s showing no signs of slowing down.
Unfortunately, the competition is only for residents of the US over 18 years of age.
But for those who will miss out (if not eating a Ketchup and Seemingly Ranch sauce could even be called ‘missing out’), there is still some good news. Since 2019, Heinz has offered a ketchup and ranch combination sauce called Kranch.
And, although I can’t confirm it, I suspect Heinz’s new limited edition sauce is simply a relabelling of this product. This doesn’t seem to dissuade those commenting desperately for a chance to win the ‘new’ sauce, however, which continues to ride on the wave of a viral phenomenon. That’s good marketing.
Cover image attributed to CNN.With programmatic ad buying set to be worth US$725 billion worldwide by 2026, it makes sense for advertisers to be able to measure the effectiveness of attention planning within this space.
That’s why Yahoo’s new partnership with Amplified Intelligence, which will allow advertisers to measure attention across a programmatic advertising buy, is drawing interest. A market-first partnership, advertisers using Yahoo’s demand-side platforms (DSP) in Australia will now have access to Amplified Intelligence’s attentionPROVE measurement solution.
“All of the major holding groups in Australia use Amplified Intelligence’s data as part of their planning process,” says Andrew Gilbert, director of platforms AUSEA at Yahoo.
“Adding programmatic measurement creates a significant opportunity for them to move past just high level planning and get deeper insights into their programmatic investment across desktop, mobile, tablet, and Connected TV.”
Why Amplified Intelligence caught Yahoo’s attention
Keep an eye on Amplified Intelligence! An Australian owned and operated company, it is a global pioneer in attention measurement. Now, it is Yahoo’s answer to bringing measurement to programmatic advertising buying.
This is thanks to Amplified Intelligence’s attentionPROVE solution, which enables agencies and brands to leverage active and passive human attention seconds to optimise impact, performance and cost effectiveness in real-time.
The attentionPROVE solution is the largest real-human dataset globally. It is built from the collected attention data of 110,000 people from fourteen countries, capturing more than 454 million data points.
The new partnership is predicted to dramatically enhance the effectiveness of planning for advertisers using Yahoo’s DSP in Australia. The new capability is being rolled out now across the Yahoo DSP.
“Attention is now widely accepted as a crucial part
of any media buy and this integration is going to be a huge boost for our partners,” says Dr Karen Nelson-Field, founder and CEO of Amplified Intelligence.
“Now brands can get real-time human attention insights from their campaigns which in turn will help them optimise for better outcomes. Yahoo’s expertise in programmatic will help Amplified Intelligence’s partners to track attention effectively, which is very exciting for us.”