Global Media Network of the Year:
Carat
Bronze
Creativity In PR
Best Use of Sponsorship
| Entrant: | Rethink, Toronto |
| Brand: | Kraft Heinz |
| Title: | "Can't Unsee It" |
| Corporate Name of Client: | Kraft Heinz |
| Client Company: | Kraft Heinz |
| Client Head of Global Brand Marketing: | Megan Lang |
| Client Head of Brand Marketing: | Brian Neumann |
| Client Company Senior Brand Manager, Brand Communications US: | Keenan White |
| Client Company Brand Manager, Brand Communications US: | Lizzy Goodman |
| Client Company Head of Marketing, US: | Julia Adams |
| Client Company Senior Associate Brand Manager, Canada: | Navjit Dhillon |
| Client Company Associate Director, Brand Communications US: | Jamie Mack |
| Client Company Manager, North American Brand PR: | Alexandra Lieberman |
| Client Company Director, North American Brand PR: | Jenna Thornton |
| Client Company Senior Manager, Media: | Molly Kelsey |
| Client Company Senior Brand Manager, Global Brand Comms & Creativity: | Jacqueline Chao |
| Client Company EVP, Partnerships, Promotions, Synergy & Events: | Lylle Breier |
| Client Company VP, Marketing Partnerships, Product Placement & Creative: | Ty Ervin |
| Client Companies Manager, Creative Marketing Partnerships: | Britney Asao/Ariana Vallenilla |
| Client Partner Company: | Marvel Studios Partnerships, Los Angeles |
| Client Company VP, Marvel Studios Partnership Management and Operations: | Holly Frank |
| Client Company Director, Marvel Studios Creative Marketing Partnerships: | Andrew Staub |
| Client Company Director, Marvel Studios Marketing Partnerships and Promotions: | A.J. Fierro |
| Client Company Manager, Marvel Studios Marketing Partnerships and Promotions: | Caroline Hogan |
| Media Companies: | Carat, Chicago/Carat, Toronto |
| Media Planners: | Taha Hameedi/Isabella Oliveros/Robby Sawicki/Nicole Tarazona/Micahya Byrd/Elizabeth Schuler |
| Media Buyer: | Neander Martins |
| PR Company: | Zeno Group, Chicago |
| PR Companies Account Executive(s): | Bethany Roth/Nicolette Stern |
| PR Company Head Foodie: | Missy Maher |
| PR Company Executive Vice President, Earned Media: | Courtney Pischke |
| Media Company Account Manager, OOH: | Abhishek Mehta |
| Media Company Associate Account Director: | Marlee Camacho |
| Media Company Senior Account Executive, OOH: | Atakan Demir |
| Media Company Director, Social: | Jourdan Daroff |
| Media Company Senior Media Manager, Social: | Heather Weidman |
| Media Companies Senior Associates, Social: | Morgan Ray/Lucia Fornaroli |
| Media Company Director, OOH: | Gianine Hall |
| Media Company Manager, OOH: | Ethan Beller |
| PR Company Senior Vice President: | Jamie Dammrich |
| PR Company Vice President: | Alysa Winkler |
| Agency: | Rethink, Toronto |
| Agency Global Chief Creative Officer: | Aaron Starkman |
| Agency Chief Creative Officers: | Mike Dubrick/Daniel Lobatón |
| Agency Executive Creative Directors: | Xavier Blais/Tara Lawall |
| Agency Creative Director - Copy: | Geoff Baillie |
| Agency Creative Director - Art: | Zachary Bautista |
| Agency Art Directors: | Rachel LeBlanc/Ryan Cookish/Dan Cantelon |
| Agency Head of Broadcast: | Shelby Spigelman |
| Agency Senior Producer: | Alex Butt |
| Agency Producers: | Keegan Shay/Shannon Ing |
| Agency Directors of Integrated Production: | Todd Harrison/AJ Merrick |
| Agency Senior Integrated Producers: | Kyle Hicks/Kelsey Irvine/Kate A. Spencer/Meg Norton/Venus Pun |
| Agency Editors: | Thais Maranho/Leigh O'Neill/Nick Greaves/Ignacio Florez/Tyler Erdelac |
| Agency Studio Managers: | Todd Bennett/Jonathan Cesar |
| Agency Studio Artists: | Patrick Kennedy/Kostas Loukopoulos |
| Agency Chief Strategy Officer: | Sean McDonald |
| Agency Strategy Directors: | Julian Morgan/Emma Bayfield |
| Agency Business Director: | Adam Ball |
| Agency Group Account Director: | Kai de Bruyn Kops |
| Agency Account Director: | David Greisman |
| Agency Account Managers: | Olivia Yang/Bhumika Baweja |
| Agency Account Team: | Rachel Cloth |
| Photographers: | Jon Simo/Poupay Jutharat/Maria Jose Govea |
The Problem:
HEINZ Ketchup is known the world over for being the definitive ketchup. It’s the original and has been for over 150 years. But being as big and as old as HEINZ has its own set of challenges - specifically when it comes to finding new ways to maintain relevance and brand love. We were tasked with creating a campaign that would put HEINZ at the heart of the summer conversation. Not only is summer a critical period for condiment sales, but it’s cluttered with brands vying to win the season. To keep HEINZ top of mind, we needed to show up in a fresh, unexpected way. Our goal was to create a buzzworthy moment that reinforced HEINZ's iconic status while showcasing the brand as a relevant, fresh, and unignorable part of today’s culture.
The Solution:
As summer 2024 approached, one movie was on everyone’s mind: Marvel Studios’ “Deadpool & Wolverine.” Set to be the season's biggest blockbuster and Deadpool's first foray into the Marvel Cinematic Universe, fans counted down to its release. That’s when it hit us: Deadpool and Wolverine’s iconic red and yellow suits looked like HEINZ Ketchup and Mustard, and fans online noticed the similarity. We had an opportunity to turn summer’s biggest movie into one big HEINZ ad. With an iconic movie moment came dozens of promotional brand partnerships — and the only brand that truly stood out was Deadpool. We needed a strategy to break through clutter. Creating assets appearing like movie promos before revealing themselves as HEINZ Ketchup and Mustard ads, we hijacked the spotlight, turning summer’s biggest press tour into a promo for HEINZ so no one could see “Deadpool & Wolverine” without thinking of HEINZ Ketchup and Mustard. We launched on Marvel’s Youtube channel and on HEINZ’s, Reynolds’ and Marvel's socials with a new trailer until bottles of HEINZ Ketchup & Mustard flashed, replacing our on-screen duo. In an original voiceover, Reynolds riffs on the comparison, admitting even he Can’t Unsee It. We showed up where Deadpool did — including the US, Canada, Mexico, China, Chile, Costa Rica, Japan and Hong Kong. Our high-impact DOOH further drew the comparison and instantly, fans began to discuss the comparison and make UGC online, driving an overwhelming amount of social conversation. As conversation spread, we continued to engage with fans. In theatres, our ads flashed Ketchup and Mustard bottles and rewarded fans who snapped pics of them with free HEINZ. On Disney+, we ran our messaging before the film alongside an Instacart promotion. HEINZ even made limited-edition collectibles for fans to accessorize their bottles with Deadpool and Wolverine’s signature suits.
The Results:
We scaled our campaign around the globe so wherever people were talking about “Deadpool & Wolverine,” they were also talking about HEINZ Ketchup & Mustard. We drove 1.58BN earned impressions and our trailer drove 21,000 watch hours alone. The engagement rate for our trailer on HEINZ Meta was 789% – placing HEINZ at the heart of the summer conversation. It also garnered 100% positive/neutral sentiment in PR. During this critical condiment sales season, our work drove a 2.9% sales increase for Ketchup and an 8.5% increase in sales for Mustard. HEINZ mustard dollar share also increased by 12% which is 4x the growth of private label. By showing up unexpectedly, we successfully broke through the summer clutter and turned the biggest R-rated movie in history into unforgettable summer HEINZ-branded content that nobody could unsee.