2023 Winner

As the summer BBQ season approached and with wallets tightening, Kraft Heinz aimed to stay top of mind with the creation of “Cold Ketchup.” The campaign, by Rethink, posed a question on social media that was hotly debated when Cardi B initially mentioned her preference in 2019: did people prefer to keep their ketchup in the fridge or the pantry? To place its product at the centre of the conversation, Heinz created a ketchup bottle with colour-changing label technology signalling room temperature or coolness, made the bottle available through social or in retail via a custom Cold Ketchup fridge and partnered with Wendy’s to give out blue sachets as well. Social media, OLV, influencers, OOH and PR was used to generate buzz about the product. It achieved 26 million PR impressions, got featured on major news outlets and the limited- edition bottles and sachets all sold out quickly.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Creative Director: Mike Dubrick
Associate Creative Director: Jacquelyn Parent, Hayley Hinkley
Writer : Jacquelyn Parent
Art Director: Hayley Hinkley, Rachel LeBlanc, Ryan Cookish
Strategist: Julian Morgan
Producer: Teresa Bayley
Post Supervisor: Megan O’Connor
Studio: Brad Kumar, Todd Bennett
Group Account Director: Jamie Sutherland
Account Director: Kai de Bruyn Kops
Account Supervisor: Emily Anzarouth
Editor: Francisco Fuentes
PR: Middle Child
Media: Carat
Client: Megan Lang