2025 Winner

To stay top of mind during the busy summer season, Heinz tapped into the much-anticipated Deadpool & Wolverine film. Playing off the uncanny resemblance between Deadpool’s red suit and Wolverine’s yellow suit to Heinz Ketchup and Mustard, the brand launched “Can’t Unsee It” and turned the summer blockbuster into an unexpected ad for the condiments. The campaign kicked off with a faux movie trailer on Marvel’s official YouTube channel, featuring flashes of Heinz bottles. From there, the brand’s products appeared in preroll ads, theatre screens, Disney+, Marvel promos and out-of-home placements in major US and Canadian cities. Limited-edition Deadpool and Wolverine-themed bottles and an Instacart promo extended the campaign, which garnered 1.58 billion earned impressions and an 8.5% sales boost for Heinz mustard.

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