2020 Winner

CASE SUMMARY

For 150 years, people have searched far and wide for the best way to pour ketchup out of the Heinz Ketchup bottle. They shake, swing, throttle and bang the bottle as fast and as hard as they can, when in fact all they need to do is tilt the glass container at an angle of 36.978 degrees. To get the word out on the perfect pour, Rethink created a label that became a “how to” guide on getting the red sauce from bottle to plate. The packaging sat on grocery shelves, catching shoppers’ attention in a typically crowded condiment space. And with a budget of just $15,000, the campaign was picked up by more than 340 news networks worldwide, which netted 238 million impressions at a value of $4.3 million — approximately 300 times the brand’s original investment.

Credits

Creative Director: Mike Dubrick, Joel Holtby, Aaron Starkman, Christina Yu
Art Director: Hayley Hinkley
Writer: Jacquelyn Parent
Illustrator: Erin Maguire
Broadcast Producer: Alex Butt
Production Coordinator: Spencer Houghton
Strategist: Julian Morgan, Sean McDonald
Print Producer: Narine Artinian
Production Company: Fuse Reps, Crimson Fish
Photographer: Adrian Armstrong
Retoucher: Adora Beatty
Editor: Dustin Gamble
Post Production House: R+D Productions
Grading: Alter Ego
Colourist: Conor Fisher
Audio House: Vapor
Group Account Director: Amy Greenspoon
Account Director: Kai de Bruyn Kops
Account Manager: Sarah Shiff