2026 Winner

To win back younger consumers, “Heinz Chip Dip” reintroduced ketchup without changing a single ingredient. Instead, the brand changed the context – swapping its iconic bottle for a dip-style jar and positioning ketchup as a snack companion for chips, not just fries. The shift aligned Heinz with modern snacking habits while sparking debate around the idea that “if it’s a potato, it has to be Heinz.” Supported by OOH, social, creators and in-store sampling, the campaign invited people to try ketchup again in a new way. The result was a 7% sales lift at Walmart, increased millennial penetration and more than 604M earned impressions.

Credits

CCO: Aaron Starkman, Mike Dubrick
CSO: Sean McDonald
ECD: Xavier Blais
Creative Operations: Joel McCurdy
GCD: Geoff Baillie, Zachary Bautista
ACD/Writer: Jordan Darnbrough
ACD/Art Director: Nick Noh
Copywriter: Sadiya Bano
AD: Juun Moon
Strategy: Julian Morgan, Emma Bayfield
Producer: Alex Butt, Narine Artinian, Kyle Hicks
Group Business Lead: Adam Ball
Account Services: David Greisman, Kai de Bruyn Kops, Emily Anzarouth, Yuvan Duraibabu, Ashlynn Labinaz, Olivia Yang
Photographer: Les Garcons, Doaa Jamal
Studio: Todd Bennett, Carl DeVouge, Justin Chan
Production: Le Loi
EP: Sonia Marque, Elyse Belmont Stroh
LP: Ben Chick
Director: Les Garcons
Cinematographer: Andre Pienaar
Editing: Saints Editorial
EP: Emily McKay
Editor: Mark Paiva
Online: Darling VFX
Colorist: Patrick Samaniego
VFX: Paul Binney
EP: Stephanie Hickman, Kristen Van Fleet
Audio: OSO Audio
CD: Harry Knazan, Daenen Bramberger
EP: Hannah Graham
Producer: Kristine Lippett
PR: Zeno Group
EVP: Jamie Dammrich
VP: Alysa Winkler, David Dwyer
Account Director: Miranda Hill
Sr Account Supervisor: Jordyn Comitor
Account Supervisor Earned Media: Veronica Smith
Account Manager: Kathleen Bennett
Sr Account Executive: Lulu Saias, Sydney Vardja
Creator:
Mary Schremser, Sr VP
Brock McLaughlin, VP
Mark Nava, Director
Sam Wackerman, Account Supervisor
Caitlyn Reick, Sr Account Executive
Waverly Neufeld, Sr Account Executive
Zuzu Argento, Assistant Account Executive
Media: Carat USA
Planning:
Sean Cooray, VP
Nicole Raymond, Associate Director
Nicole Wohlberg, Sr Manager
Elizabeth Schuler, Sr Associate
Madeline Frick, Associate
Social:
Jourdan Daroff, Director
Margo Adams, Sr Manager
Colleen Englert, Manager
Lucia Fornaroli, Sr Associate
Pilar Simon, Associate
OLV:
Joe Salvati, VP
Chelsea Davis, Director
Caitlin Holt, Manager
Divyashree Dinesh, Sr Associate
Ahmad Elsholi, Associate
OOH:
Gianine Hall, Director
Ethan Beller, Manager
Yessica Manrique, Associate
Client:
Sr Director, Marketing, Heinz US: Kaitlin Roe
Associate Director, Heinz US: Jamie Mack
Sr Brand Manager, Heinz US: Keenan White
Head of Brand Comms, Canada: Brian Neumann
Associate Brand Manager, Heinz Canada: Kaitlin Kocsis
Director, North American Brand PR: Jenna Thornton
Manager, North American Brand PR: Alexandra Lieberman
Sr Manager, Media, US: Molly Kelsey
Sr Manager, Media, Canada: Sarah Powlesland