2022 Winner

For Heinz Tomato Ketchup – a brand that’s over 150-years-old – maintaining relevance as new competitors emerge is top of mind. With summer BBQ season approaching, Rethink found a way to keep Heinz on consumers’ grocery lists by addressing the frustration of 10-pack wieners that are sold alongside eight-pack buns. The “Heinz Hot Dog Pact” became a social and OOH-led call for hot dog and bun companies to align their packaging. A launch video highlighted the uneven packaging conundrum and called on consumers to sign the pact on Change.org. It attracted over 15,000 signatures in the first 24 hours, becoming one of the top petitions on the site, which sees over 1,000 petitions per day. It also gained traction among food and lifestyle influencers and compelled both hot dog and bun brands to respond to the posts. Heinz’s PR partner Middle Child helped the campaign to achieve $13 million in earned media and over 1.2 billion earned impressions. Overall sales were up 2.3% from 2019 and Heinz saw a 1% increase in share in the ketchup category.

Credits

Client: Kraft Heinz Canada
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art / Creative Director : Joel Holtby
Creative Director : Natasha Michalowska
Associate Creative Director / Art Director : Zachary Bautista
Associate Creative Director / Writer : Geoff Baillie
Art Director: Danielle Zablocki
Writer: London Choi
Designer: Tulio Pinto
Strategist: Julian Morgan, Sean McDonald
Producers: Alex Butt
Print Producer: AJ Merrick, Jenna Fullerton
Editor: Tyler Erdelac
VFX / Colour Artist: Emmett Maloney
Group Account Director: Amy Greenspoon
Account Director: Kai de Bryun Kops
Account Manager: Allie Kennedy
Audio House: Grayson Matthews
Audio Engineer: Brian Bernard
Photographer: Rob Fiocca
Printer: PrintPro Services
PR Agency: The Colony Project
Media Agency: CARAT
Community Management: The Kitchen