We built FIRE billboards. Inside the billboard we placed 12 gas balloons, 30 kg each, which created enough pressure to light a 4-5 meter flame. The top of the billboard showed an open Ketchup cap from which the fire came out to emphasize the hotness of the ketchup.

The billboards were the only media used to advertise the new HOT & SPICY KETCHUP. The HEINZ SPICY KETCHUP market share rose from 12% to 17% (increase of 41.6%)