CLIENT
Kraft Heinz
Nina Patel, Head of Brand Communications North America
Megan Lang, Director, Brand Communications - Taste Elevation
Jacqueline Chao, Sr. Brand Manager, Brand Communications - Heinz North America
Lizzy Goodman, Brand Manager, Brand Communications - Heinz North America
Alyssa Cicero, Brand Manager, Brand Communications - Heinz North America
AGENCY
Aaron Starkman, Global Chief Creative Officer
Mike Dubrick, Chief Creative Officer, Toronto
Sean McDonald, Global Chief Strategy Officer
Skye Deluz, Creative Director
Jacquelyn Parent, Creative Director
Julian Morgan, Group Strategy Director
Daniel Lobaton, Chief Creative Officer, New York
Xavier Blais, Executive Creative Director
Tricia Lapidario, Broadcast Producer
Emma Bayfield, Senior Strategist
Fernando Hernandez, Group Creative Director
Hayley Hinkley, Associate Creative Director
Adam Ball, Group Business Lead
David Greisman, Account Director
Jamie Flatow, Account Supervisor
Rachel Cloth, Account Supervisor
Kate Spencer, Associate Director of Integrated Production
Shannon Ing, Post Production Supervisor
Brad Kumar, Studio Director
Justin Chan, Intermediate Studio Artist
Kostas Loukopoulos, Studio Artist
Eugene Aglushevich, Editor
Jamie Sutherland, Group Account Director
Starcom Media
Zeno Group
Missy Maher, EVP, Head of Integrated Communications
Jamie Dammrich, Senior Vice President
Heather Meehan, Senior Vice President
Alysa Winkler, Vice President
Wolf Credo Production Co
Ale Burset, Photographer
SUMMARY
To avoid restaurants switching to inferior ketchup, Heinz launched a campaign that leaned into a restaurant truth and rallied fans to prove to restaurants, nothing less than Heinz would do. It featured caught-in-the-act style assets of Heinz bottles being refilled with generic ketchup and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz. This resonated with fans who seized the opportunity to tell us which restaurants were committing ketchup fraud. As a result, Heinz gained 33 new B2B accounts within a month of launch.
