In today’s world of video games, there’s no pause button, and no respite: “If you eat, you get screwed and often you die.” Heinz decided to step in. The ketchup brand partnered with Activision, creator of Call of Duty, to establish protected areas that allow gamers to take a break from the brutality. How were these hidden spots promoted? A burger wrapped in a map of their location, along with a small bottle of ketchup, was sent to influential gamers – who then relayed the info on Twitch and elsewhere. This launched a multi-player quest to identify the peaceful snacking spots. It even extended to other games, proving once more that when it comes to publicity, Heinz has the secret sauce.