CLIENT
Kraft Heinz
Megan Lang, Marketing Director
Jess Vultaggio, VP, Marketing & Head of The Kitchen
Jenna Thornton, Director, Public Relations
Alexandra Lieberman, Manager, Brand Public Relations
Brandon Potter, Head of Brand Marketing, Away From Home
Matthew Schiess, Senior Brand Manager, Away From Home
AGENCY
Mischief @ No Fixed Address *Lead Agency
Greg Hahn, Co-Founder and CCO
Kerry McKibbin, Partner & President
Bianca Guimaraes, Partner & Executive Creative Director
Kevin Mulroy, Partner & Executive Creative Director
Jeff McCrory, Partner & Head of Strategy
Nimisha Jain, EVP Strategy
Oliver McAteer, Partner & Head of Development
Raphael Franzini, Creative Director
Rafael Beretta Calvo, Creative Director
Will Dempster, EVP Head of Production
Coleman Sweeney, Senior Producer
Alison Whisenant, Managing Director
Lauren Tolbert, Business Manager
Amanda Chau, Account Executive
Starcom Media
Michael Epstein, Global & US CEO
Chris Harder, EVP Director
Olamide Aruwajoye, Director
Zeno
Isabella Sawyer, Account Supervisor
Courtney Pischke, SVP, Media Strategy
Veronica Smith, SAE, Media Relations
SUMMARY
Restaurants and food-service are a critical growth driver for Heinz Ketchup. While Heinz retains a dominant position within this category, private-label ketchup was eroding Heinz’s share. We needed to send a clear message to restaurants - It has to be Heinz. Instead of calling on restaurants directly we harnessed the power of Heinz fans. Truth was 4 in 5 people preferred Heinz, but were having to put up with generic watery ketchup. So we invited them to break their silence - with A Tip for Heinz.
