To reinforce the impact of the message we have created a different way of using outdoor: The poster itself is transparent (we see the inside of the outdoor and the street through it). This works in the same way that the transparent pack allows us to see the Heinz ketchup inside. We used an original approach for a real consumer insight in a medium that already has great public effect.

The public wanted Heinz to have a transparent pack. So, when the posters were on the streets, the fact that they were transparent, caught people’s attention. The public understood that Heinz was introducing a new pack which increased the sales of the product.