2022 Winner

When the world’s largest tomato-throwing festival – Spain’s famous La Tomatina – was cancelled due to COVID-19, Heinz stepped up to support devastated Spanish farmers by buying their tomatoes, turning them into ketchup, and renaming its famous condiment “Heinz Tomatina Ketchup.” Heinz, with Rethink, replaced its packaging’s iconic tomato image with a splattered one and launched the ketchup on the festival day of August 25, with bottles sold in-store as well as a giveaway on social. In a show of permanent support, Heinz Spain committed to purchasing 50% more tomatoes from Spanish farmers for its ketchup production and financially supporting local agriculture in an agreement with the National Association of Farmers and Ranchers. The launch post generated over 11 million impressions and resulted in the brand’s highest participation rate and engagement for Heinz Spain. PR for the campaign resulted in another 11.4 million earned impressions and an ROI of 178%.

Credits

Client: Kraft Heinz
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art / Creative Director : Joel Holtby
Creative Director / Art Director : Natasha Michalowska
Associate Creative Director / Art Director :, Zachary Bautista
Associate Creative Director / Writer : Geoff Baillie
Art Director: Mwangi Gatheca
Writer: Pranav Sabharwal
Strategist: Sean McDonald, Julian Morgan
Producer: A.J. Merrick
Studio Artist: Brad Kumar
Editor: Allain Elliot
Group Account Director: Karlee Bedford
Account Manager: Allie Kennedy
Photographer: Rob Fiocca
PR Agency: Marco