2024 Winner

Kraft Heinz’s mashup of ketchup and ranch, called “Kranch,” completely bombed when the product launched in 2019. But when Taylor Swift was photographed eating what was described (in a viral social post) as “chicken with ketchup and seemingly ranch” at an NFL game, Heinz seized the moment and relaunched “Kranch” as “Ketchup and Seemingly Ranch” in 24 hours. Its limited-edition bottles sold out in minutes, and it received national distribution when Walmart reached out.

The campaign yielded a 52,987% return on investment and six billion earned impressions, driving more consumer demand than the original
Heinz Ketchup and Ranch concoction.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel Lobatón
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Zachary Bautista, Geoff Baillie, Sean O'Connor
Writer: Thom Peters, Geoff Baillie
Art Director: Mustaali Raj, Zachary Bautista, Steve Miller
Designer: Mustaali Raj
Strategist: Julian Morgan, Emma Bayfield
Director of Integrated Content - Print/Studio: AJ Merrick
Producer: Venus Pun, Kate A. Spencer, Terri Winter
Studio: Todd Bennett, Kostas Loukopoulos
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: David Greisman
Account Supervisor: Rachel Cloth, Jessie Durand
Account Manager: Bhumika Baweja
Tabletop Photographer: Nick Greaves
Content Photographer/Cinematographer: Denis Gutiérrez-Ogrinc
Production Co.: FUZE Reps
Line Producer: Kate A. Spencer
PR: Zeno Group
Media: Starcom

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