The Cinco de Mayo event had over 175,000 attendees at Whittier Narrows Regional Park. Heinz and Ore-Ida jointly sponsored the event for $15,000, which provided branding assets, a 40x40 exhibitor space, inflatables, tables and chairs. Over 20,000 samples of Heinz ketchup and Ore-Ida chips were distributed. Key learnings included hiring an emcee, improving sampling locations, and exploring additional branding opportunities to further engage attendees.

1. Cinco De Mayo Event Recap
May 5, 2013
Whittier Narrows Regional Park
Los Angeles, CA

2. CINCO DE MAYO
May 5, 2013
Location
Event Specifics
• Whittier Narrows Regional Park
• El Monte, California
• FREE EVENT
• Family event with food, fun, music & FREE
Entertainment
• Entertainment includes a-list Latin artists
• Estimated Attendance – 170,000+

3. • Two (2) banners throughout park (provided by sponsor)
• VIP parking passes
• One (1) 40’x40’ exhibitor space
• (1) 20’T Ore-Ida Inflatable
• (1) 18’T Heinz Inflatable
• Six (8) 8’ tables and six (6) chairs
On-Site Activation
• Total: $15,000 (50/50 brand split investment)
• Heinz: $7,500
• Ore-Ida: $7,500
Sponsorship Investment
UNIFIED GROCERS FESTIVALS
List of Entitlements

4. ONE DAY ATTENDANCE
175,000+

5. Entertainment

6. Entertainment

7. BRANDING

8. Branding
Branding assets were strategically
utilized in order to maximize live
footprint area and accomplish the
following goals:
• Gain first impact on the guest at
event entrance
• Drive consistent lines for experience
• Establish Heinz/Ore-Ida as the
dominant sponsor
• Build brand recognition to drive sales
at retail
• Build brand loyalty by appealing to
families
Activation Goals

9. Branding
Co-branded branding assets.

10. Branding

11. Premiums
Co-branded premiums.

12. Print
Event Poster
Sponsorship Recognition

13. Digital
Facebook
Sponsorship Recognition

14. SAMPLING

15. Sampling
Snapshot
Sampling
Total
20,000+
Fry
Equipment
Commercial
grade fryers
with quick
recovery
feature
Freezer
Equipment
Freezer truck
on premise
Total Heinz
Samples
75 Bottles of
44oz
Total Ore-Ida
Samples
320 Bags of
Golden Crinkles

16. Sampling
Total # of Sampling Hours 7
Total # of Samples per Hour 2,800+
Primary focus was to engage
with families, primarily moms.

17. KEY LEARNINGS

18. Hire an Emcee
– Draws consumers and provides consistent co-branded messaging as they
wait in line for the experience
– Breaks through the noise clutter
– Delivers stronger brand messaging over the PA system
– A better sound system with music to leverage long lines and create
engagement opportunities
Sampling Improvements
– Place Heinz Tomato Ketchup in VIP food areas to maximize sampling and
impressions
– Partner with food booths and retailers to have Heinz/Ore-Ida premiums
(koozies & pens) located and sampled throughout the event
– Sampling opportunity presented itself as people were in line
– Have one person on cleaning duty at all times to ensure a clean activation
area. Many plastic cups were thrown on the ground later in the day.
Key Learnings

19. Key Learnings
Branding Improvements
• Explore opportunity to further engage event consumers post
event through a digital component
• Place a Heinz Branded Step and Repeat Backstage
– Artists and celebrities will provide instantly branded content before or after
their show
• Increase Heinz Tomato Ketchup Signage throughout the
event
– Place banners and signmaking through the fences, walkways, and on-stage
– Consider other branding opportunities such as sidewalk chalking logos in high
traffic areas.
– Expanded branding opportunities increases impressions

20. Engagement
Other National Brands Represented