2021 Winner
GoldSocial Media
SilverCommunity Building
Kraft Heinz Canada
"Heinz on Film"
Rethink
"Heinz on Film"
Rethink
Heinz Ketchup has been a staple in kitchens for a century-and-a-half. But even with its legacy and category leader claims, the brand had been challenged by new competitors and was no longer the first-choice condiment among Canadians. There was genuine worry the brand could swing from iconic to old-fashioned. Rethink came to the rescue with a campaign that tapped into a cultural moment: Hollywood’s awards season.
The team realized that Heinz had been playing a role in award-winning films for years, from When Harry Met Sally to Groundhog Day. It was time to receive credit. Days before the Oscars, the agency created an IMDb page for Heinz Ketchup and added its name to all of the movies it’s made an appearance in. But soon after, the page was shut down. The shop pivoted the campaign with a social video that asked Canadians to find movies that featured Heinz and credit it in the comments on its Facebook page. The brand subsequently created a new movie database out of the social feed, sourced
entirely by consumers.
The first 1,000 commenters received free ketchup, but the reaction was so overwhelming that Heinz decided to double the giveaway. With 52 times the average social engagement, the brand drove more traffic on social media than it ever would have on IMDb.
The team realized that Heinz had been playing a role in award-winning films for years, from When Harry Met Sally to Groundhog Day. It was time to receive credit. Days before the Oscars, the agency created an IMDb page for Heinz Ketchup and added its name to all of the movies it’s made an appearance in. But soon after, the page was shut down. The shop pivoted the campaign with a social video that asked Canadians to find movies that featured Heinz and credit it in the comments on its Facebook page. The brand subsequently created a new movie database out of the social feed, sourced
entirely by consumers.
The first 1,000 commenters received free ketchup, but the reaction was so overwhelming that Heinz decided to double the giveaway. With 52 times the average social engagement, the brand drove more traffic on social media than it ever would have on IMDb.
Credits
CCO: Aaron StarkmanExecutive Creative Director: Mike Dubrick
Creative Director: Mike Dubrick, Nicolas Quintal
Head of Art / Creative Director: Joel Holtby
Art Director: Hayley Hinkley, Mathieu Lacombe, Maxime Sauté
Writer: Jacquelyn Parent, Vanessa Harbec, Xavier Blais
Illustrator: Erin Maguire
Strategist: Julian Morgan, Sean McDonald
Producer: Anna Tricinci, Spencer Houghton
Editor: Stephen Parker
Post Production House: R+D Productions
On-Line: R+D Productions
Audio House: Vapor Music
Audio Engineer: Art Mullin
Account Services: Amy Greenspoon, Kai de Bryun Kops, Sarah Shiff