2024 Winner
SilverPromotion
Kraft Heinz
"Heinz Tattoo Label"
Rethink
"Heinz Tattoo Label"
Rethink
Heinz faced a challenge in late 2023 when perceptions of its value began to decline amid rising prices in the ketchup category. To reaffirm the brand’s worth, Rethink and Heinz launched a campaign centered on the unwavering commitment of its dedicated fans. It focused on Heinz enthusiasts, highlighting their extreme dedication – from hoarding ketchup packets to identifying the brand by taste alone.
A significant number even had unofficial Heinz tattoos, prompting the brand to create an official, brand-certified version of the iconic keystone label for tattoos. This involved detailed design work to create a peelable, artist-friendly stencil that adhered to safety and accuracy standards. The campaign’s impact was substantial, generating 65 million earned impressions across major publications and platforms. Engagement rates exceeded benchmarks, with 115,000 visits to the campaign landing page and 39,000 sign-ups for the official Heinz tattoo.
A significant number even had unofficial Heinz tattoos, prompting the brand to create an official, brand-certified version of the iconic keystone label for tattoos. This involved detailed design work to create a peelable, artist-friendly stencil that adhered to safety and accuracy standards. The campaign’s impact was substantial, generating 65 million earned impressions across major publications and platforms. Engagement rates exceeded benchmarks, with 115,000 visits to the campaign landing page and 39,000 sign-ups for the official Heinz tattoo.
Credits
Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel LobatónChief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Zachary Bautista, Geoff Baillie
Writer : Nicolas Dubois
Art Director : Claudia Barbiero
Strategist: Julian Morgan, Emma Bayfield, Clément Martin
Broadcast Producer: Chantal Wakil
Director of Integrated Content - Print/Studio: AJ Merrick
Senior Integrated Producer: Agnes Gilchrist
Studio Manager: Todd Bennett
Retoucher: Kostas Loukopoulos
Studio Artist: Carl DeVouge, Justin Chan
In-house Photographer: Nick Greaves
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: David Greisman, Catherine Blouin-Mainville
Account Supervisor: Rachel Cloth
Account Manager: Bhumika Baweja
Photographer: Pierre-Nic Lessard
Director: Zacharie Turgeon
Cinematographer: Antoine Caron
Production Co.: OKOK
EP/Line Producer: Audrey Thibault
Son: William Lamoureux
Printer: The Gas Company
On-Site Photographer: Poupay Jutharat
PR: Zeno Group
EVP, Head of Integrated Communications: Missy Maher
Senior Vice President: Jamie Dammrich
Account Supervisor: Isabella Sawyer
SVP, Media Strategy: Courtney Pischke
SAE, Media Relations: Veronica Smith
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