AGENCY
Nicole Kulwicki, Brand Director, Brand Building
Ayesha Narula, Brand Manager, Brand Building
ICF Next
Madeline Nies, Group Director, Integrated Strategy
Stephanie Jones, Director, Client Engagement
Mariana Costa, Group Creative Director
Amy Winger, Chief Strategy Officer
Jenna Nussbaum, Creative Director
Julia Hammond, Executive Director
Nathan Jokers, Channel Director
Vanessa Fuss, Associate Director, Integrated Strategy
Amy Worley, Chief Connections Officer
Marissa Rhines, Associate Creative Director
Katie Gerdes, Associate Creative Director
SUMMARY
By finding a fresh debate only Heinz could own, we convinced people to talk about Heinz Mayonnaise when mayo is anything but new and dominated by a single player. In social media, we found our insight, launched our debate and got people talking about our product via a mashup with another. We took America’s Favorite Ketchup® and combined it with Heinz’ new mayonnaise, provoking a conversation worthy of attention -- Mayochup™ Sauce. This made Heinz Mayonnaise instantly part of culture resulting in unprecedented launch awareness for Heinz Mayonnaise.
