2025 Winner

To capitalize on last summer’s anticipated blockbuster, Deadpool & Wolverine, Kraft Heinz launched “Heinz Can’t Unsee It.” Seizing on the resemblance of the superheroes’ costume colours to Heinz Ketchup and Mustard, the campaign targeted Marvel’s OOH campaign with print and digital placements across major North American markets. Bottles of both condiments flashed over images of Deadpool and Wolverine on Marvel’s YouTube channel, on cinema ads and on Disney+. The campaign included promotions in theatres, discounts with Instacart and limited-edition collectibles. Fans even dressed up as Heinz Ketchup and Mustard for the movie premiere in New York.

Credits

CCO: Aaron Starkman, Mike Dubrick, Daniel Lobatón
CSO: Sean McDonald
ECD: Xavier Blais, Tara Lawall
CD: Zachary Bautista, Geoff Baillie
Writer: Geoff Baillie
AD: Zachary Bautista, Rachel LeBlanc, Ryan Cookish, Dan Cantelon
Strategist: Julian Morgan, Emma Bayfield
Producers: Shelby Spigelman, Todd Harrison, AJ Merrick, Kyle Hicks, Kelsey Irvine, Kate A. Spencer, Meg Norton, Venus Pun, Keegan Shay, Alex Butt
Studio: Todd Bennett, Jonathan Cesar, Patrick Kennedy, Kostas Loukopoulos
Post Production Supervisor: Shannon Ing
Editor: Thais Maranho, Leigh O'Neill, Nick Greaves, Ignacio Florez, Tyler Erdelac
Account Services: Adam Ball, Kai de Bruyn Kops, David Greisman, Rachel Cloth, Olivia Yang, Bhumika Baweja
Photographer: Jon Simo, Poupay Jutharat, Maria Jose Govea
PR: Zeno Group
Head Foodie: Missy Maher
Executive Vice President, Earned Media: Courtney Pischke
Senior Vice President: Jamie Dammrich
Vice President: Alysa Winkler
Senior Account Supervisor: Bethany Roth
Senior Account Executive: Nicolette Stern
Media: Carat
Associate Account Director: Marlee Camacho
Planning: Taha Hameedi, Isabella Oliveros, Robby Sawicki
Account Manager, OOH: Abhishek Mehta, Atakan Demir
Manager, Buying: Neander Martins
Associate Director, Planning: Nicole Tarazona
Sr Media Manager, Planning: Micahya Byrd
Sr Associate, Planning: Elizabeth Schuler
Director, Social: Jourdan Daroff
Sr Media Manager, Social: Heather Weidman
Sr Associate, Social: Morgan Ray
Associate, Social: Lucia Fornaroli
Client
Brand Manager: Lizzy Goodman
Sr Brand Manager: Keenan White
Head of Brand Comms: Brian Neumann
Head of Marketing: Julia Adams
Associate Director: Jamie Mack
Sr Associate Brand Manager: Navjit Dhillon
Manager, PR: Alexandra Lieberman
Director, PR: Jenna Thornton
Manager, Media: Molly Kelsey
Brand Manager, Global Comms & Creativity: Jacqueline Chao
Head of Global Comms: Megan Lang
Partner: Marvel Studios Partnerships