2021 Winner
BEST OF SHOW
GoldBranded Content
GoldBest in Collateral
GoldBest in Direct
BronzeIntegrated Campaign Led by PR
Kraft Heinz Canada
"Heinz Ketchup Puzzle"
Rethink
"Heinz Ketchup Puzzle"
Rethink
At the outset of the pandemic, the economy came to a screeching halt and many advertisers went silent. When they felt it was the right time to communicate again, their go-to strategy was to share sombre messages of support. Not Heinz Ketchup. Instead, it gave homebound Canadians something to help them forget about the crisis and, at the same time, reignite an emotional connection with the brand.
The timing of the Heinz Ketchup Puzzle by Rethink couldn’t have been more perfect: search trafc for puzzles had jumped 112% as non-essential workers embraced the classic pastime. First, the brand gave 57 puzzles to ketchup lovers in 17 different countries. Then, in response to public demand, it made the puzzles available for sale online in Canada and the U.S., where 7,000 puzzles sold out within a week, raising $25,000 for Food Banks Canada and Feeding America.
The slowest jigsaw in existence – a play on Heinz Ketchup, which is famously slow to pour – sparked a conversation and inserted Heinz into the cultural zeitgeist. It instigated chatter across social media and in press rooms all over the world – receiving over 1,000 pieces of earned coverage and 1.25 billion earned impressions. And best of all, sales were up 17.9%.
The timing of the Heinz Ketchup Puzzle by Rethink couldn’t have been more perfect: search trafc for puzzles had jumped 112% as non-essential workers embraced the classic pastime. First, the brand gave 57 puzzles to ketchup lovers in 17 different countries. Then, in response to public demand, it made the puzzles available for sale online in Canada and the U.S., where 7,000 puzzles sold out within a week, raising $25,000 for Food Banks Canada and Feeding America.
The slowest jigsaw in existence – a play on Heinz Ketchup, which is famously slow to pour – sparked a conversation and inserted Heinz into the cultural zeitgeist. It instigated chatter across social media and in press rooms all over the world – receiving over 1,000 pieces of earned coverage and 1.25 billion earned impressions. And best of all, sales were up 17.9%.
Credits
CCO: Aaron StarkmanExecutive Creative Director / Creative Director: Mike Dubrick
Head of Art / Creative Director: Joel Holtby
Art Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Erin Maguire
Strategist: Sean McDonald, Julian Morgan
Producers: Anna Tricinci, Todd Harrison
In-House Photographer: Alex Butt
Print Producer: Narine Artinian
Editor: Tyler Erdelac
Account Services: Kai de Bryun Kops, Allie Kennedy, Amy Greenspoon
Audio House: Vapor Music
Audio Engineer: Art Mullin
Photographer: Chris Robinson
Printer: ProPrint Services Inc.
Media Agency: Starcom
Community Management: SALT
PR Agency: The Colony Project
Senior Director: Nicole Brightling
Digital Director: Emily Barnes
Senior Account Manager: Rebecca Fuller
Senior Account Executives: Annie Aponte-Berberiani, Emmalee Dunn, Chandler Nowak,
Account Executive: Sheril Bose