When the iconic Felix ketchup, beloved by families with children, decided to charm Generation Z with its new product, the brand began to be aired by influencers. Throwing myself into the world of the target group in a genuine way produced amazing results.

Felix ketchup has been a part of every family with children for over 60 years. Now Felix wanted to launch a product on the market that would make the Felix brand interesting and relevant to Generation Z as well. Felix spiced up ketchup with garlic in the spirit of street cuisine, and so began the journey to the shopping baskets and dining tables of young, urban consumers.

All it took was a pinch of Felix brand airing to succeed.

The strategy was based on data and a strong understanding of the target group

To be relevant to young people, the brand should be linked to an authority in the target group. Generation Z has been shown to seek inspiration for their everyday lives from influencers, so it was decided to build the entire campaign around influencers.

The team studied the interests of street food enthusiasts and found a strongly emphasized connection to music (especially rap), trends and self-expression. In order for the brand to become a genuine part of the world of the new target generation and the social media bubble of positive things, music was chosen as the core of the campaign concept and the entertaining and engaging power of audio as an effect.

With catchy jingle interpretations, the brand was taken to TikTok and other social media channels in a credible and attention-grabbing way.

A creative idea supported the individuality valued by Generation Z

How to combine Felix, garlic ketchup and the music genres of the target group? The solution was found in beatboxer Felix Zenger, who also grows garlic in his allotment garden. Zenger was chosen as the brand ambassador for garlic ketchup and was given the pleasant task of creating his own version of the iconic “treats to the table” jingle of the Felix brand.

Generation Z is unique in their taste in music, and everyone uses garlic ketchup in their own style – so the team was looking for other music-maker influencers for the campaign to follow the example of the Felix jingle and make their own versions of it. With catchy jingle interpretations, the brand was taken to TikTok and other social media channels in a credible and attention-grabbing way.

A second wave of influencer marketing was also planned for the campaign to highlight the many uses of garlic ketchup.

The campaign was carried out in two phases as a streamlined continuum

The goal of the first phase of the campaign (April-May 2024) was to arouse interest. Felix Zenger’s remix of jingle started the campaign and raised expectations for other versions. Each influencer combined their own thing with garlic ketchup: Jokrates made a rap, Sini Yasemin took the jingle to the pop-rock genre, Berta gave a gentler version and Jay L guested to enrich Felix Zenger’s version. All the artists presented their interpretations in a social media video, in which Felix Garlic Ketchup and its properties were always prominent.

In the second phase of the campaign (September-October), the many uses of garlic ketchup were emphasized with the support of new social media influencers. The ketchup bottle was opened on their channels by TikTok influencers Taneli Lahtinen, PetuOnIrti and Jokrates, who was also involved in the spring. Everyone used Felix Zenger’s beatbox jingle version familiar from the spring as a background track to tie the campaign together.

With tactical social media advertising content that ties all artist versions together, garlic ketchup was tied to the entire Felix ketchup family.
The campaign was carried out on TikTok, Meta channels and YouTube Shorts. Influencers’ posts were supported by advertising.

As an extra spice, Felix Zenger shared his garlic growing tips on the Felix.fi website.

Influencer Content Summary

Advertising content

Spontaneous praise from the target group – which was also reflected in sales

The campaign was a huge success for the Felix brand.

Positive reception and spontaneous feedback from younger target groups indicate exactly the kind of brand ventilation that is desired. The door to new dining tables really opened for Felix delicacies.

The videos were interesting, they were reacted to extremely actively (and positively!) and they beat the benchmarks in the videos watched to the end.

With the support of advertising, more than half of the target group was reached on average in each channel in both campaign waves, and there was a huge amount of repetition because the videos were watched again and again.

“The best ad ever.”
“Maybe the best commercial content ever.”
“The deals came”
“more ads like this”
“this is how commercial cooperation is done”
“now there was an ad I liked, why don’t they show this on TV”

Organic results

over 337,000 organically reached people (earned visibility)
12.46 seconds average watch time
7.16% engagement rate (excellent)

Advetriting results

15,000,000 video views
62% of the target audience was reached on TikTok alone
119,000 COMPLETED VIDEOS
65,000 reactions/engagements on TikTok and Instagram