The Ketchup-Ranch Mashup That Went Viral
KRAFT HEINZ | SEEMINGLY RANCH
When the world took notice that Taylor Swift enjoyed ketchup and “seemingly ranch”, one label change turned Heinz’s lowest performing sauce into a cultural sensation – promoted by a nationwide campaign across out-of-home and social.
My Role
As lead producer at Rethink Toronto, I facilitated production and implementation of new product labels in under 24 hours. I handled the rollout of the rest of the campaign, from out-of-home to in-market capture of all assets. And don’t forget, Heinz friendship bracelets!
The Impact
The result, with only $80k in production, was a 52,987% return on investment with 6 billion earned impressions, driving more customer demand than Heinz Ketchup itself. To top it off, this campaign picked up a whopping eight Lions in seven categories, tied for third-most of any campaign.
Awards
Cannes Lions 2024: 6
One Show 2024: 10
London International Awards 2024: 6
CLIOS 2024: 6
D&AD 2024: 6
Webbys 2024: 2
Applied Arts 2024: 1
Marketing Awards 2024: 4
Strategy Awards 2024: 1
ADC 2024: 5
