2020 Winner
2020 Winners
Kraft Heinz Canada
Pour Perfectly
Heinz Ketchup has been a household name and a leader in the condiment category for the past 150 years. The Heinz name has become synonymous with ketchup, but being the category leader puts a target on your back. Heinz was facing new challengers and was no longer the presumptive choice for Canadians. For the first time, it began to lose share and saw a decrease in brand affinity scores. There was genuine worry that the brand would swing from iconic to old fashioned. Canadians loved ketchup and preferred the taste of Heinz, but the brand was at risk of falling out of favour. As such, the goal for 2019 was to reaffirm Heinz iconic status with Canadians.
Insights & Strategy
As part of Rethink's research into the context surrounding the brand, social listening revealed significant conversations around Heinz Ketchup and its iconic attributes. One thing in particular stood out: people are still trying to figure out the best way to get Heinz Ketchup out of the iconic glass bottle.
Searching for “The best way to get ketchup out of the bottle” yields over 74 million results. News sites, blogs and YouTube videos offer familiar tips like shaking, knife-poking and tapping the embossed 57. The team decided that after 150 years, it was time to break the silence and officially tell people the best way to pour Heinz Ketchup.
Execution
To help Canadians with an age old problem, Rethink changed the iconic Heinz Ketchup glass bottle. The iconic label repositioned at an angle of exactly 31° - the angle that best allows the ketchup to pour easily. The bottles were then made available in-store and in restaurants. Not only did the bottles give Canadians the answer they’d been after for decades, the tilted angle of the label created a breakthrough design on cluttered grocery store shelves where attention is at a premium.
The agency kicked off the Pour Perfectly activation in-store on August 13th, 2019. A campaign video followed shortly after and ran in social from September 4th, to October 4th, 2019. The campaign also consisted of a targeted earned media outreach strategy that captured global attention. It was such a success that the spot ran during the Super Bowl in 2020.
Results and Impact
The campaign launched on social platforms and immediately generated buzz. Within a few weeks the Pour Perfect Bottle was picked up by over 340 news stations globally, including notable outlets such as CNN, Fox News, Ad Age and New York Daily News. Worldwide search interest for Heinz Ketchup increased by 400%. The campaign garnered 238 million over earned media impressions. All the earned attention paid off, with the brand affinity score jumping, Heinz stealing share from competitors, and saw a sales lift.