Print and Publishing > Culture & Context
DRAW KETCHUP
RETHINK, Toronto / KRAFT HEINZ / 2022
Awards:
Gold Cannes Lions
Overview
Credits
Overview
Please tell us about the social behaviour that inspired the work
For most people, Heinz is synonymous with ketchup. When they think of ketchup, they think of Heinz. But the brand was in danger of becoming seen as old and nostalgic in addition to facing competition from new category entrants. As the world took for granted that Heinz was the definitive ketchup, we sought to use the iconic status of Heinz to re-ignite an emotional connection with the brand and bolster consumer loyalty.
More Entries from Social Behaviour in Print and Publishing
24 items
More Entries from RETHINK
24 items
