A Campaign to End Ketchup Fraud
HEINZ | KETCHUP FRAUD
When restaurants around the world were discovered to refill Heinz bottles with inferior ketchup, this 360 campaign enlisted fans to demand that they be served the real deal.
My Role
I was the co-producer on this project at Rethink Toronto. In my role, I organized and led an international photoshoot, and oversaw the rollout of campaign assets, from out-of-home to social to newsprint. I also handled the in-market out-of-home capture, with stills and motion.
The Impact
This campaign wasn’t just empty words (or empty bottles). With the help of fans everywhere, we officially added Heinz to 33 locations in a month. Including, winning back America’s most iconic stadium, Fenway Park. With a 91.5% positive sentiment, and a ton of public support on social (engagement 128x the benchmark rate), we effectively put the lid on ketchup fraud.
Awards
Cannes Lions 2024: 4
EFFIES 2024: 1
One Show 2024: 9
Applied Arts 2024: 4
Marketing Awards 2024: 7
ADC 2024: 8
CLIOS 2024: 8
Atomic Awards 2024: 4
Cannes Lions 2023: 7
London International Awards 2023: 7
