2022 Winner

With growing competition and in need of a new brand website, Heinz Tomato Ketchup worked with Rethink to embrace its greatest brand attribute: its famously slow pour. Going against best digital practices, Heinz.com was turned into the world’s slowest website. “Wait for Heinz” OOH boards were placed in high-traffic areas and featured painfully annoying loading graphics, like a spinning wheel and hourglass, to let consumers know that some things are worth the wait. At Heinz.com, consumers who waited 57 minutes for the site to load – a nod to Heinz’s famous “57 varieties” – were rewarded with free ketchup. The campaign drove more traffic to Heinz.com than any other time in the brand’s history, and the campaign garnered 186.3 million earned impressions in three days, surpassing industry norms.

Credits

Client: Kraft Heinz Canada
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director | Head of Art: Joel Holtby
Art Directors: Rachel LeBlanc, Ryan Cookish, John Ricciardella
Writers: Jaclyn McConnell, Mike Dubrick, Rachel LeBlanc, Ryan Cookish,
CSO: Sean McDonald
Strategist: Julian Morgan
Producer: Kyle Hicks, Narine Artinian
Group Account Director: Amy Greenspoon
Account Director: Kai de Bruyn Kops
Account Manager: Katherine Ly
Media: CARAT
PR: The Colony Project
Community Management & Web Development - SALT/Kitchen57