South Africa, Nov. 6 -- Rather than attempt to settle the debate, Heinz - in partnership with Tractor Outdoor - decided to give everybody a say. and a billboard to say it on. As part of its recent Call It What You Want campaign, Heinz invited South Africans to share their own names for the much-loved condiment. Selected submissions were then flighted on Tractor's digital billboards across Gauteng and the Western Cape, turning a familiar local conversation into an interactive outdoor advertising experience.

Ruchelle Mouton, chief marketing officer at Glynt (parent company to Tractor Outdoor), explains: "South Africans have a wonderful way of making things their own, right down to what they call their tomato sauce. Heinz recognised that th...