Unfiltered Reviews Turn Negative to Positive
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Curtice Brothers leveraged TripAdvisor's brutally honest reviews to transform negative feedback into positive outcomes. By giving struggling restaurants bottles of their award-winning ketchup, the brand encouraged users to share their genuine experiences. The campaign revealed how even the most acclaimed ketchup could only improve the quality of poor meals. Results showed a shift from 'Horror Story' to 'A Solid C+' and 'Not the worst option' as users' perceptions evolved. This strategic approach highlighted the power of authentic feedback in shaping consumer sentiment, proving that the best ketchup can make even the worst food feel better.
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Published around:
January 10, 2023
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Added to Agency Inside:
March 25, 2026
