CLIENT
Kraft Heinz Company
Megan Lang, Head of Brand Communications
Jess Vultaggio, VP, Brands & Creativity
Nina Patel, Head/VP of North America Brand Communications
Alyssa Cicero, Brand Manager
Navjit Dhillon, Senior Associate Brand Manager
Jacqueline Chao, Senior Brand Manager
AGENCY
Christine Santora, Group Creative Director
Jessica Ghersi, Associate Creative Director
Marc Duran, Associate Creative Director
Alexandre Nguyen, Strategy Director
Brian d'Entremont, Group Account Director
Will Binder, Creative Director
Carina Polini, Account Director
Ariana Ekonomou, Producer
Angel Navedo, Communications Strategy Director
Joe Bae, Senior Brand Strategist
James Williams, Social Strategy Director
Syd Hutnik, Social Strategist
Craig Keppler, Executive Producer
Danielle Hillman, Project Manager
Nikki Vandervelde, Art Director
Mikayla Dumas, Copywriter
Miriam Charry, Account Supervisor
Zack Plutzer, Junior Brand Strategist
Emily Rivera, Account Executive
Ni'A Landon, Junior Social Strategist
Matthew Herman, Copywriter
Jackie Anzaldi, Art Director
Neal Desai, Creative Director
Eric Manchester, Creative Director
Katie Johnson, Copywriter
Sydney Illum, Copywriter
Lena Barrows, Art Director
Starcom
Steve Wolf, SVP, Director of Investment
Emily Jacobson, VP, Director, Account Management
Theresa Goehring, Associate Director
Amina Ahmed, Associate Director
Zeno Group
Jamie Dammrich, Senior Vice President
LoveSong
Camille Summers-Valli, Director
SUMMARY
Facing decaying share, record inflation and increased competition from private labels, Heinz was under pressure to justify its price premium. To drive top-line growth, we tapped into an audience that only exists for Heinz in the category: Heinz fans. They’ve proven Heinz is worth paying for through the audacious, irrational lengths they go to for the brand. To reassert Heinz’s category leadership, we decided to spotlight our fandom’s most irrational love stories. The campaign reversed volume sales loss by +1pt and drove repeat purchase +0.5pt in just 9 weeks.
