Back to Specialty Food News

Heinz, Firework Launch Shoppable Livestream Halloween Event

Specialty Food Association

In conjunction with the launch of Tomato Blood Ketchup and Tomato Blood Costume Kits, Heinz will live-stream a shoppable video from its Santa Monica Place pop-up Heinz Halloween Store.

“We're excited to bring the magic of Halloween to people through our first-ever HEINZ Halloween Store, but we don't want to limit that experience to only those who can make it in person," said Ashleigh Gibson, brand director for Hein,z, in a statement. "By working with Firework, we're able to connect with fans across the country who can not only watch the action unfold on the livestream, but also actively participate in the conversation and buy products without ever leaving the stream.”

Hosted on Heinz's website, Facebook, YouTube, and through a partnership with Evolve Media, the livestream event will feature costume-making tutorials, demonstrations, and other interactive programming, and the ability to purchase directly from the stream.

"As one of the first major CPG brands in the U.S. to sell directly to consumers through a large-scale livestream event with Firework, HEINZ is forging new authentic paths to direct engagement, particularly with younger families," said Jeff Lucas, Firework chief revenue officer, in a statement. "Livestream shopping, while already hugely popular in Asian markets, is only just beginning to take hold here in the United States.

The event is part of the launch of Heinz Tomato Blood Ketchup, a reflection of the fact that for years, families across the world have used Heinz Ketchup to add fake but convincing "blood" to Halloween costumes. The brand has also launched Tomato Blood Costume Kits and the Heinz Halloween Store, where guests can purchase merchandise and create their own costumes using Heinz Tomato Blood Ketchup and the store's interactive "drip stations.”

Related: Heinz, The LEE Initiative Support Black-Owned RestaurantsThrive Market Announces First Shoppable Cookbook