2022 Winner

Last summer, as people emerged from pandemic restrictions to drive to cottages, parks and BBQs, Heinz Tomato Ketchup wanted to show that going slow – the same way the condiment famously pours – is actually a good thing. Heinz partnered with Waze to use the app’s built-in navigation and speed tracking system to target Canadians stuck in traffic. When traffic slowed to 0.045 km/hour (the same speed in which Heinz Tomato Ketchup pours out of the bottle), a voucher for free ketchup and a Burger King Whopper was sent to the driver’s inbox. The message was spread across social channels and DOOH boards along highways, and Heinz worked with Spotify to create audio ads and companion banners. The campaign saw more than 147 million PR impressions, while Spotify tracked over 600,000 impressions. Heinz reached 44% of Waze users caught in traffic, with the activation becoming the highest-performing campaign in Waze’s history.

Credits

Agency: Rethink
Client: Kraft Heinz
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art / Creative Director : Joel Holtby
Associate Creative Director / Art Director : Zachary Bautista
Art Director: Danielle Zablocki
Writer: London Choi
Designer: Tulio Pinto
Studio Designer: Justin Chan
Strategist: Sean McDonald, Julian Morgan
Producers: Alex Butt, Kyle Hicks
Editor: Emmett Maloney
VFX / Colour Artist: Emmett Maloney
Group Account Director: Amy Greenspoon
Account Director: Kai de Bryun Kops
Account Manager: Allie Kennedy
Audio House: Grayson Music
Audio Engineer: Brian Bernard
PR Agency: The Colony Project
Media Agency: CARAT
Community Management: The Kitchen