Faced with rising competition and fresh challengers in their category, our brief was simple: remind people that Heinz, made from the same recipe with only natural ingredients for almost 130 years, isn’t just the tastiest ketchup on the shelf, it’s also the healthiest, so well worth the price premium you pay at the till.
Targeting shoppers in and around supermarkets, we created work that was so visually engaging and instantly clear it didn’t even need a copyline. The result? A 4% sales lift and plenty of recognition, picking up 2 ICAD Silver medals and finishing runner-up for Epica’s Food Ad Campaign of the Year.
