2020 Winner

CASE SUMMARY

Heinz Ketchup was starting to lose its lustre among consumers. Over the years it had gone from iconic to old-fashioned. So Rethink turned to the internet to help the brand in its quest to understand what ketchup consumers want. Through social listening, it found that people (even after 150 years) still don’t know how to get the red sauce out of the Heinz Ketchup glass bottle. Little known fact: 31.578° is the exact angle that’s required to pour ketchup out of the bottle. To educate the masses on this neat trick, the agency designed a tilted limited edition label that sat upright at exactly 31.578°. The bottles were placed in stores, giving Canadians the answer they’d been after for decades and offering Heinz Ketchup a breakthrough design within cluttered grocery shelves where attention is at a premium.

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