Heinz wants you to catch up with ketchup: New ad campaign targeting runners raises brows

NEW YORK – You can put ketchup on a burger or fries, sure. It is a key ingredient in Russian salad dressing and meatloaf. Ketchup was once even declared a vegetable by the US Agriculture Department under president Ronald Reagan.

Now, a new video from Heinz insists that “runners everywhere are using Heinz ketchup packets on their runs”. The company has also created running routes in the shape of its branded keystone logo in several cities, including New York, marking restaurants where ketchup packets are available for eager runners to grab.

But are runners, in fact, suddenly consuming ketchup? So much of it that they need to stop at fast-food joints to reload? And if so, is that really a good idea?

Nutritionists are dubious.

“I’m totally sceptical,” said Ms Amy Stephens, a dietitian for the New York University track team.

There are no known studies on the effects of ketchup on long-distance runners, Ms Stephens said. But the “gold standard” for refuelling on longer runs is between 30g and 60g of carbohydrates an hour for any run of more than 90 minutes, she added. Runners can get this sustenance from one to two packets of energy gels or chews from brands such as Gu or Science in Sport.

A ketchup packet has just 2g of carbs, meaning that to fuel up adequately on a long run, runners might have to consume at least 15 packets. At 90mg of sodium per pack, that is “too much sodium”, she said.

Still, if ketchup lovers cannot live without their fix, it would not be harmful to consume one or two packets on a run, she said, if combined with better alternatives.

Ms Stephens noted, though, that “tomato puree is a known acid producer”, adding: “I have athletes who avoid tomato products the day of the race. That might be something to consider.”

Nutritionists, coaches and recreational runners alike have said that despite the Heinz video, they have not seen any trend towards runners gobbling ketchup on the go.

“I absolutely can’t see this catching on,” said Ms Laura Fountain, a running coach and writer. She raised another concern about the packets’ practicality and ease of use while moving. “So unless you want ketchup all over your face mid-race and the paramedics to get worried, I would stick to a gel, or if you want a cheaper, easily available alternative, candy.”

Ms Stephens agreed, saying: “I have a hard enough time opening my gels. I can’t imagine opening 15 ketchup packets. I don’t know where you’d put those.”

The Heinz video shows a runner with pouches on both arms to hold her ketchup. Ms Stephens recommended two or three honey packets as a better option.

As for the idea of stopping at one of the restaurants that Heinz has marked on its maps within major running apps, she said: “I personally would not. It’s too tempting to stop and eat.”

Heinz did not respond to a request for comment on the ad campaign.

It is not the first time that Heinz has looked for new uses for its ketchup. In 2007, users submitted ads for a company-sponsored contest showing people using ketchup as acne cream, toothpaste, shampoo and shaving cream.

So are recreational runners really going to give ketchup a try? Ms Jessica Chuang, a 43-year-old New York attorney who just ran her first marathon, has not ruled it out.

Normally, she said, she would try to eat fruit gels, dried cranberries and mandarin oranges.

As for ketchup, she said: “I’d love to try it. Sometimes, I need sugar and salt. Ketchup is a mixture of the two. I ended up in the emergency room twice after training runs because I didn’t consume enough salt.”

But Ms Stephens had a warning for potential ketchup runners: Do not wait until a big race to experiment with ketchup.

“Absolutely, try it out first,” she said.

She added, disquietingly: “One change can completely disrupt your gastrointestinal tract.” NYTIMES