How Heinz used precision and the pratfall effect to make its ketchup unforgettable

MichaelAaron and Richard open with a sneak preview of their upcoming book, Hacking the Human Mind. Next, they revisit the Pringles case study from way back in Episode 7 - a new form factor, a sticky rhyme (“once you pop…”), and the power of fluency. They also unpack skin-in-the-game incentives to favor outcomes over optics.

This episode dives into the behavioral science behind Heinz’s iconic brand. Discover how specificity, self-deprecating honesty, and inviting consumer participation help make Heinz ketchup more memorable, trusted, and irresistible at the table.

This week, behavioral marketer Nancy Harhut joins the podcast to explore how science-backed tactics like social proof, cognitive fluency, and personalization can lift engagement and boost conversions. Hear how she helped brands like Nationwide drive millions in revenue by applying behavioral design.

This episode unpacks the behavioral science behind Klarna’s success. Learn how the brand uses present bias and temporal reframing to reduce friction at checkout, increase willingness to pay, and reshape how consumers perceive cost—without relying on discounts.

In this episode, MichaelAaron and Richard share a first look at their upcoming book Hacking the Human Mind, a guide to applying behavioral science for brand growth. Then, they revisit the Häagen-Dazs case study—exploring how foreign branding and price relativity helped transform everyday ice cream into a luxury experience that set powerful consumer expectations.

In this episode we speak with Uri Gneezy, behavioural economist and professor at the Rady School of Management at UC San Diego. Uri is the author of Mixed Signals and The Why Axis. In the episode, he explores how poorly designed incentives can backfire, why intentions don’t often match outcomes and how to overcome the common pitfalls in our thinking. 

We’re thrilled to announce the upcoming launch of Hacking the Human Mind, A new book exploring how behavioral science powers the world’s most iconic brands. Re-watch this episode and get ready for Hacking the Human Mind, hitting shelves September 30th.

In this episode we speak with David Robson, science journalist and author of The Expectation Effect. David explores how beliefs, attitudes and expectations shape our health, performance and daily experiences. He explains the fascinating science behind placebo effects, the power of mindset in influencing outcomes and the implications for behavior change messaging. 

In this episode we speak with Patrick Fagan, behavioral scientist and co-founder of the consultancy Capuchin Behavioral Science. Patrick is the former lead psychologist at Cambridge Analytica, author of Hooked and co-author of Free Your Mind. He shares insights into the hidden drivers of consumer behavior, how data and psychology intersect and why marketers should tap into the irrational mind. 

In this episode, we chat with Phil Graves, author of Consumerology. As a leading voice on the flaws of traditional market research, he explains why what customers say often differs from what they do. He also highlights the mechanisms behind purchase decisions and explores how behavioral science offers a more reliable lens for understanding real consumer behavior.