2024 Winner

Heinz was concerned that sales of its ketchup might suffer as businesses and consumers sought to cut costs amid rising inflation. To reinforce brand loyalty and combat the trend of restaurants substituting Heinz with cheaper alternatives, Rethink launched the “Heinz Ketchup Fraud” campaign. The effort put the spotlight on restaurants using non-Heinz ketchup and encouraged consumers to report the fraud on a dedicated website. Through social media, print, video and outdoor, the campaign featured caught-in-the-act style photography and a twist on the tagline:
“Even when it isn’t Heinz, it has to be Heinz.”

The art direction was inspired by real examples of Ketchup fraud found online and its gritty feel was chosen to stand out from perfectly curated and perfectly branded photos that dominate the CPG world. Locations were also chosen to highlight a range of restaurant scenarios to make the campaign feel relatable all around the world. In the end, the brand saw an 8% increase in sales and a 0.6-point gain in market share compared to the previous year, defying the trend of consumers
turning to cheaper alternatives.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel Lobatón
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Skye Deluz, Jacquelyn Parent, Fernando Hernandez
Writer : Jacquelyn Parent, Nicolas Dubois, Xavier Blais
Art Director : Skye Deluz, Hayley Hinkley
Strategist: Julian Morgan, Emma Bayfield, Clément Martin, Pascal Routhier
Producers: Tricia Lapidario, Kate A. Spencer
Post Supervisors: Megan O’Connor, Shannon Ing
Integrated Producer: Kate A. Spencer
Studio: Brad Kumar, Justin Chan, Kostas Loukopoulos
Group Business Lead: Adam Ball
Group Account Director: Jamie Sutherland
Account Director: David Greisman, Catherine Blouin-Mainville
Account Supervisor: Jamie Flatow
Account Manager: Rachel Cloth
Photographer: Ale Burset
Production Companies.: Wolf Credo Production Co
Executive Producer: Marcela Moracci
Line Producer: Mariano Legname García, Ariel Ticona Molina
Editor: Eugene Aglushevich
Online: Frame Distillery VFX, Rob Del Ciancio
Color: Emmett Maloney
Audio: Grayson Music
Media: Starcom

Client:
Head of Brand Comms North America: Nina Patel
Director, Brand Comms: Megan Lang
Sr. Brand Manager: Jacqueline Chao
Brand Manager: Alyssa Cicero

PR: Zeno Group
EVP, Head of Integrated Communications: Missy Maher
Senior Vice President: Jamie Dammrich
Senior Vice President: Heather Meehan
Vice President: Alysa Winkler
SVP, Media Strategy: Courtney Pischke
Account Supervisor: Bethany Stokoski
Senior Account Director: David Dwyer
SAE, Media Relations: Veronica Smith