2024 Winner

CASE SUMMARY

In 2019, Heinz launched Kranch — a ketchup-ranch mashup. Despite the world’s love for ketchup and ranch, it immediately flopped. The Washington Post labelled it “...the latest condiment mash-up we didn't need,” and in 2023, it became the worst performer in Heinz's portfolio. Their challenge was to find a way to turn this forgettable innovation into a sought-after sauce.

In September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became enthralled with their relationship — examining every photo of Swift at Chief’s games. Even her game-day food choices became a viral topic of conversation. When one Twitter account shared, "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" the post exploded.

They realized that this conversation was creating the perfect conditions for Kranch to finally have its moment. Within 24 hours of the Seemingly Ranch tweet, they re-released it with a new name and label: Heinz Ketchup and Seemingly Ranch.

They started by announcing the arrival of this “new” sauce on social. It caught the attention of Swifties everywhere, who couldn’t wait to get their hands on it. Within 48 hours, they launched OOH in Times Square just in time for the NY Jets vs. Chiefs game. Then, they brought the sauce to Chiefs games, where it naturally became a tailgate staple.

A swift label change turned a struggling condiment into a cultural sensation, receiving coverage from TMZ, the Washington Post, and the NYT. Beyond generating a massive PR buzz, the effort resulted in large awareness benefits for the brand with 5.5B earned impressions — the highest ever for a Kraft Heinz Company program — with only $80k in production, a 53,000% ROI. The return on investment, not only exceeded expectations but showcased the financial gains from their strategic rebranding.

The outreach didn't stop there; the request for a partnership with Walmart marked a turning point. The retailer ordered 1100 cases for immediate release on Walmart.com, taking Heinz Ketchup and Seemingly Ranch to new heights. A victim of their own success, it experienced 5x more sales growth YOY than the crown jewel of Heinz: ketchup. This surge in sales, surpassing even Heinz's flagship ketchup, solidified the campaign's influence on consumer preferences and purchasing decisions.

The journey of Heinz Ketchup and Seemingly Ranch not only revived a struggling condiment but also positioned Heinz as a brand capable of innovation and resilience. The widespread positive reception, coupled with significant business gains, emphasizes the influence of their strategic approach on both the brand and consumer perception.

Credits

Title: Heinz Ketchup and Seemingly Ranch
Client: Kraft Heinz
CCO: Aaron Starkman, Mike Dubrick, Daniel Lobatón
CSO: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Zachary Bautista, Geoff Baillie, Sean O'Connor
Writer : Thom Peters, Geoff Baillie
Art Director : Mustaali Raj, Zachary Bautista, Steve Miller
Designer : Mustaali Raj
Strategist: Julian Morgan, Emma Bayfield
Director of Integrated Content - Print/Studio: AJ Merrick
Producer: Venus Pun, Kate A. Spencer, Terri Winter
Studio: Todd Bennett, Kostas Loukopoulos
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: David Greisman
Account Supervisor: Rachel Cloth, Jessie Durand
Account Manager: Bhumika Baweja
Tabletop Photographer: Nick Greaves
Content Photographer/Cinematographer: Denis Gutiérrez-Ogrinc
Production Co.: FUZE Reps
Line Producer: Kate A. Spencer
PR: Zeno Group
Media: Starcom

Client:
Head of Brand Comms North America: Nina Patel
Director, Brand Comms: Megan Lang
Sr. Brand Manager: Jacqueline Chao
Brand Manager: Navjit Dhillon