2024 Winner
SilverSocial Media
Kraft Heinz
"#FindTheKetchupBoatGuy"
The Kitchen
"#FindTheKetchupBoatGuy"
The Kitchen
When news broke of a sailor adrift in the Caribbean Sea for 24 days, having survived on a bottle of Heinz Ketchup, the brand and agency The Kitchen set out to find and buy him a boat. But a basic internet search to locate Elvis Francois yielded zero results.
So the team launched the “#FindTheKetchupBoatGuy” campaign, putting out a call on social media for help and chasing every lead, including emailing the prime minister of the Caribbean island nation of Dominica, where he is from. The online search spread across six continents – eventually locating him. The campaign became Heinz’s best-performing, and garnered more than 3.7 billion earned media impressions.
So the team launched the “#FindTheKetchupBoatGuy” campaign, putting out a call on social media for help and chasing every lead, including emailing the prime minister of the Caribbean island nation of Dominica, where he is from. The online search spread across six continents – eventually locating him. The campaign became Heinz’s best-performing, and garnered more than 3.7 billion earned media impressions.
Credits
Agency: The KitchenHead of The Kitchen: Tom Evans
Executive Creative Director: Simon Au
Head of Production & Operations: Julie Benevides
Head of Strategy: Kathleen Bokar
Creative Director: Daniel Szczepanek
Art Director: Arman Sadrzadeh
Copywriter: Sean Kinton
Sr. Producer: Jan Parma
Integrated Producer: Nadine Farhat
Motion Designer: Branson Schell
Graphic Designer: Crystal Huang
Social Media Manager: Vanessa Mahon
Sr. Performance Analyst: Alex Broome
Group Account Director: Annie-Rose Mears
Account Supervisor: Marco Cianfagna
Account Executive: Prestan Tilley
Client: Kraft Heinz
VP Head of The Kitchen: Jess Vultaggio
Head/VP of North America Brand Communications: Nina Patel
Head of Brand Communications: Megan Lang
Director of External Communications & PR, North American Brands: Jenna Thornton Manager, North America Brand PR & Media Relations: Alexandra Lieberman
Sr. Brand Manager: Jacqueline Chao
Brand Manager: Alyssa Cicero
PR: Zeno
Missy Maher, Head of Integrated Communications, Chicago
Jamie Dammrich, SVP Consumer
Courtney Pischke, SVP Media Strategy
Alysa Winkler, VP Consumer
Bethany Stokoski, Account Supervisor Consumer
Nicolette Stern, Account Executive Consumer
Media: Publicis 57
Emily Jacobson, VP Director
Amina Ahmed, Associate Director
Brittany Foster, Media Supervisor
Devin Bober, Media Supervisor
Kayley Carey, Senior Associate
Editor: Mariana Urrutia