2025 Winner
SilverBest in Direct
SilverAmbient Advertising
SilverExperiential/Special Events/Stunts
Kraft Heinz
"Smack For Heinz"
Rethink
"Smack For Heinz"
Rethink
Kraft Heinz set out to convert restaurants that don’t serve Heinz Ketchup by showing them that their customers demanded it. “Smack for Heinz” targeted the locations and moments where fans would most want Heinz by using social listening and
data-mined customer reviews.
The campaign leveraged the universal gesture associated with Heinz Ketchup – the bottle smack – and created a smackable billboard that dispensed Heinz Ketchup packets. And since the billboards couldn’t be placed within the restaurants, they were placed outside instead. Every time a customer complained about a restaurant not serving Heinz, a board was delivered to the spot.
The campaign was scaled with 180 digital boards and Kraft’s mobile website recorded 24,000 visits where people could smack their phones for Heinz Ketchup coupons. The launch video performed 157% above social benchmarks and, in total, the campaign garnered 367 million earned impressions.
data-mined customer reviews.
The campaign leveraged the universal gesture associated with Heinz Ketchup – the bottle smack – and created a smackable billboard that dispensed Heinz Ketchup packets. And since the billboards couldn’t be placed within the restaurants, they were placed outside instead. Every time a customer complained about a restaurant not serving Heinz, a board was delivered to the spot.
The campaign was scaled with 180 digital boards and Kraft’s mobile website recorded 24,000 visits where people could smack their phones for Heinz Ketchup coupons. The launch video performed 157% above social benchmarks and, in total, the campaign garnered 367 million earned impressions.
Credits
CCO: Aaron Starkman, Mike DubrickCSO: Sean McDonald
ECD: Xavier Blais
CD: Zachary Bautista, Geoff Baillie
Writer : Geoff Baillie
AD : Zachary Bautista, Jaclyn McConnell
Head of Strategy: Julian Morgan
Strategist: Emma Bayfield
Director of Integrated Content - Print/Studio: AJ Merrick
Director of Broadcast Production: Shelby Spigelman
Director of Integrated Content: Todd Harrison
Producers: Terri Winter, Kyle Hicks, Tricia Lapidario
Digital Designer: Alex Fleming
Production Co: Mt Vernon Entertainment
Executive Producer: Ken Franchi
Line Producer: Ken Franchi
Post Production: R+D Post
Editor: Leigh O’Neill, Thais Maranho
Colourist: Hardave Grewal
Online/Motion Graphics: Hardave Grewal
Sound Engineer: Aaron McCourt, James Findlay
Post Production Supervisor: Shannon Ing
Production Co.: FUZE Reps
Photographer: Adrian Armstrong
Studio: Todd Bennett, Carl DeVouge, Kostas Loukopoulos
Production Fabrication: wonderMakr
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: David Greisman, Lindsay Magrane
Account Supervisor: Rachel Cloth
Account Manager: Bhumika Baweja
PR: Zeno Group
Missy Maher, Head Foodie
Courtney Pischke, EVP, Earned Media
Alysa Winkler, VP
Bethany Roth, SAS
Veronica Smith, AS
Media: Carat USA
Nicole Tarazona, Associate Director, Planning
Micahya Byrd, Senior Manager, Planning
Elizabeth Schuler, Senior Associate, Planning
Client:
VP, Global Heinz Brand: Nina Patel
Head of Global Heinz Brand Communications & Creativity: Megan Lang
Senior Brand Manager, Brand Communications & Creativity, Global Heinz: Jacqueline Chao
Brand Manager: Lizzy Goodman
Associate Brand Manager: Navjit Dhillon