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Online reviewers have a reputation for being brutally honest. So when ketchup brand Curtice Brothers went seeking unbiased opinions about its product, it knew it could count on the online reviewer community for a candid assessment—for better or worse.
Curtice Brothers and ad agency Ogilvy Berlin devised an experiment in which users of travel review site Tripadvisor would review the ketchup without realizing it. After finding restaurants with the worst ratings on Tripadvisor, the team gave those establishments bottles of Curtice Brothers to place on tables and waited to see if the ketchup would make any difference to the negative reviews.
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