2022 Winner

To break through the cluttered radio space, Rethink translated Heinz Tomato Ketchup’s most iconic attribute – its slow pour – into a purely audio format. While radio ads try to cram as much information as possible into 15- to 60-second slots, the Heinz radio campaign consisted of four spots ranging in length from 30 to 60 seconds, featuring a total of 10 to 13 words – much lower than the typical 75- to 150-word average. The voiceover stretched out the script as he read: “Something this slow can be extremely frustrating, unless it’s Heinz Ketchup.” The spots played across Canada’s top radio stations. With a buy of only $39,000, Heinz gained over four million impressions, and over-indexed the media buy by 15%. The slow radio campaign also led to a sales spike of 4.3% versus the year prior.

Credits

Client: Kraft Heinz Canada
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Art Director: Maxime Sauté
Writer: Xavier Blais, Allan Topol
Strategist: Julian Morgan
Broadcast Producer: Shelby Spigelman, Narissa Ward
Production Company: Vapor Music
Voice Director: Ted Rosnick
Engineer: Ethan Myers
Group Account Director: Karlee Bedford
Account Director: Kai de Bruyn Kops
Account Manager: Emily Anzarouth
Media Company: Carat