2021 Winner
2021 Winners
Kraft Heinz
Draw Ketchup
Heinz Ketchup is known the world over for its slow pouring ketchup, but the brand was in danger of becoming seen as old and nostalgic in addition to facing competition from new category entrants. As a result, the brand started to see brand affinity scores decline as competitors stole share. For the first time ever, people were questioning whether Heinz was for them.
The objective was to re-ignite an emotional connection with Heinz by engaging consumers with a culturally relevant brand experience that would let them prove the iconic status of Heinz Ketchup and to bolster consumer loyalty. They sought to stay top of mind by instigating conversation and reinforcing their iconic status as the #1 Ketchup.
When people think ketchup, they think Heinz. The agency created a campaign featuring an anonymous social experiment across 18 countries in five continents - they asked one simple request “Draw Ketchup.” Almost everyone drew Heinz.
They turned the experiment into a 360 brand experience, literally making consumer drawings the heart of a global campaign. Whether they drew bright red bottles, the Heinz logo, or the famous “57”. The drawings all had one thing in common: Heinz.
In January, they launched a campaign featuring the drawings. They juxtaposed the simple drawings by featuring them in high-impact out-of-home. The integrated campaign rolled out in social and digital and in February, their film aired on TV during the Super Bowl. They took the submissions from the anonymous website and sent consumers custom bottles with their drawing as the label; they even took the best drawings and put them up for auction on digital art websites.
The campaign drew attention from news outlets across the globe, generating 127x publicity vs. initial investment. The campaign not only proved Heinz’s iconic status around the world, it drove tangible business results. Heinz saw an immediate impact in sales with an increase of 10% and they saw their social engagement rate soar to 1495% above average. 97% of the participants in the campaign drew Heinz, and in Canada, where the brand has seen declines in brand affinity, Heinz reclaimed its status in the hearts and minds of Canadians. The attention paid off as sales were 7.26% above year prior, and 10.26% above weeks prior.
As a result of the success in Canada, Heinz decided to extend the campaign to 18 other countries, from the UK, to Ireland, Greece, Germany and Brazil. The campaign associated Heinz’s hero product as a descriptor for the category, which is a feat not many others can claim.
The objective was to re-ignite an emotional connection with Heinz by engaging consumers with a culturally relevant brand experience that would let them prove the iconic status of Heinz Ketchup and to bolster consumer loyalty. They sought to stay top of mind by instigating conversation and reinforcing their iconic status as the #1 Ketchup.
When people think ketchup, they think Heinz. The agency created a campaign featuring an anonymous social experiment across 18 countries in five continents - they asked one simple request “Draw Ketchup.” Almost everyone drew Heinz.
They turned the experiment into a 360 brand experience, literally making consumer drawings the heart of a global campaign. Whether they drew bright red bottles, the Heinz logo, or the famous “57”. The drawings all had one thing in common: Heinz.
In January, they launched a campaign featuring the drawings. They juxtaposed the simple drawings by featuring them in high-impact out-of-home. The integrated campaign rolled out in social and digital and in February, their film aired on TV during the Super Bowl. They took the submissions from the anonymous website and sent consumers custom bottles with their drawing as the label; they even took the best drawings and put them up for auction on digital art websites.
The campaign drew attention from news outlets across the globe, generating 127x publicity vs. initial investment. The campaign not only proved Heinz’s iconic status around the world, it drove tangible business results. Heinz saw an immediate impact in sales with an increase of 10% and they saw their social engagement rate soar to 1495% above average. 97% of the participants in the campaign drew Heinz, and in Canada, where the brand has seen declines in brand affinity, Heinz reclaimed its status in the hearts and minds of Canadians. The attention paid off as sales were 7.26% above year prior, and 10.26% above weeks prior.
As a result of the success in Canada, Heinz decided to extend the campaign to 18 other countries, from the UK, to Ireland, Greece, Germany and Brazil. The campaign associated Heinz’s hero product as a descriptor for the category, which is a feat not many others can claim.