Media Idea
The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
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2024 GOLD
Tip for Heinz
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.
Brand:
Heinz
Client:
Kraft Heinz
Agency:
Mischief @ No Fixed Address
Language:
English
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