2021 Winner

While there are thousands of ketchup brands all over the world, Heinz wanted to prove that it’s the only one that consumers really think about. So Rethink conducted a social experiment across five continents. The team gave participants one simple request: draw ketchup.

Something strange, but wonderful (for Heinz) happened. They all drew the same thing – a red and white bottle with the Heinz Ketchup logo. The agency turned their drawings into a fully fledged global campaign, complete with billboards and bottles on store shelves. It also launched an unbranded website for the rest of the world to draw their own interpretations of ketchup, with those sketches later auctioned off for hundreds, sometimes thousands, of dollars.

Social engagement increased 1,496% and the brand’s sales jumped 10% as a result of a campaign that saw an overwhelming 97% of people from 18 different countries draw the (now proven) iconic Heinz Ketchup.

Credits

CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director, Head of Art: Joel Holtby
Associate Creative Director: Zachary Bautista
Art Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Jaclyn McConnell
Strategist: Sean McDonald, Julian Morgan
Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Production Co.: R+D Productions
Director: Agency
DoP: AA Scott McClellan
Editor: Stephen Parker
Color / Online: Emmett Maloney
Account Services:
Group Account Director - Amy Greenspoon
Account Director - Kai de Bruyn Kops
Account Manager - Allie Kennedy
Audio House: Vapor Music
Audio Engineer: Art Mullin
PR Agency: The Colony Project
Media Agency: CARAT
Community Management: SALT