2022 Winner

To source new flavour mash-ups that would drive sales and consumer engagement, Heinz decided to dig around existing social posts for inspiration. Through this process, the brand and Rethink yielded three top flavours: Tarchup, Hanch and Wasabioli. The “Heinz Crowdsauced” campaign was then introduced on social with the origin story of each sauce and its creator, followed by a video explaining the brand’s research. YouTube’s Google’s Director’s Mix helped target audiences with ads for each sauce. To generate engagement, Heinz asked people online what foods they’d pair with the new sauces, then turned the answers into polls around which pairing the public believed was best. Sales for the new sauces were 46% higher than Mayoracha, the brand’s previous sauce mash-up. The campaign generated 600 million earned impressions and $26 million USD in earned publicity. The demand was so great that Heinz had to complete a second run of production.

Credits

Client: Kraft Heinz
Agency: Rethink
Chief Creative Officer : Aaron Starkman
Executive Creative Director: Mike Dubrick
Art Director: Dorota Pankowska, Patrick Shing
Writer: Justin Santelli, Naeem Ghafari
Broadcast Producer: Spencer Houghton
Strategist: Julian Morgan
Chief Strategy Officer: Sean McDonald
Production Company: Undivided Creative
Photographer: Joe Bulawan
Photography Producer: Scott Houghton
Animation Studio: Polyester Studios
Production House Producer: Robyn Smale, Alyssa Molfetta
Lead Animator: Jeremy Dimmock
Post Production House: R+D Productions
Editor: Tyler Erdelac
Post Production Producer: Todd Harrison
Audio House: Grayson Matthews
Audio Director: Chris Cobain
Audio Engineer: Chris Masson
Audio Producer: Nicholas Shaw
Account Services: Amy Greenspoon, Kai De Bruyn Kops, Allie Kennedy