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RETHINK, Toronto / HEINZ KETCHUP / 2023
Awards:
Overview
Credits
Overview
Background:
Heinz is the world’s most beloved ketchup. It’s a thick, rich sauce unlike any other, which is why we’ve long said, “It Has to be Heinz.”
But as the global cost of living rises, everyone is feeling the pressures of inflation, meaning both businesses and consumers are cutting costs. In tough times restaurants often look to cheaper alternatives of lesser quality and taste than Heinz.
Our objective was to reinforce brand love for Heinz in order to show restaurants that while there are other ketchups, none of them can replace Heinz.
Describe the Impact:
By tapping into an insight that resonated with Heinz fans across the world, our campaign drove 92% positive sentiment, exceeded the social engagement rate benchmark by 128x, and brought to life hundreds of organic stories and anecdotes that confirmed first-hand experiences with Ketchup Fraud.
With the launch of this campaign, Heinz gained 33 new accounts in under a month, including re-signing Boston's iconic Fenway ballpark, increased Heinz sales by 8% vs the previous year, and gained 0.6 points in market share vs. the previous year, at a time when many were turning away from higher priced products.
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