2021 Winner
SilverPromotion
Kraft Heinz Canada
"Heinz Ketchup Puzzle"
Rethink
"Heinz Ketchup Puzzle"
Rethink
At the height of the pandemic, Internet search traffic for puzzles was up 112%.
Rethink jumped at the opportunity to reignite consumers’ emotional connection with Heinz Ketchup, whose signature product is famously slow to pour and worth the wait, not unlike the satisfaction of solving a puzzle – hence, the “Heinz Ketchup Puzzle.” The brand gave away 57 puzzles (a play on its “57 varieties” slogan) to ketchup lovers in 17 countries who had commented on the brand’s social post. The puzzles were then made available for sale online in Canada and the U.S., with $25,000 going towards Food Banks Canada and Feeding America.
The effort resulted in more than 1,000 pieces of earned coverage and 1.25 billion earned impressions, equal to roughly $22.5 million in earned publicity.
Rethink jumped at the opportunity to reignite consumers’ emotional connection with Heinz Ketchup, whose signature product is famously slow to pour and worth the wait, not unlike the satisfaction of solving a puzzle – hence, the “Heinz Ketchup Puzzle.” The brand gave away 57 puzzles (a play on its “57 varieties” slogan) to ketchup lovers in 17 countries who had commented on the brand’s social post. The puzzles were then made available for sale online in Canada and the U.S., with $25,000 going towards Food Banks Canada and Feeding America.
The effort resulted in more than 1,000 pieces of earned coverage and 1.25 billion earned impressions, equal to roughly $22.5 million in earned publicity.
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.
PR Agency: The Colony Project
Media Agency: Starcom
Community Management: SALT