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New Blood Entry — Red Makes It

Award: Wood Pencil

Heinz / 2019

To celebrate 150 years of Heinz, we needed to people that their favourite foods can't be enjoyed without Heinz ketchup.

For too long now ketchup has been the silent underdog, always reached for but just as quickly forgotten, the glamour of a golden crispy fry outshining it every time. We needed to make the Heinz the hero of the meal.

While researching the history Heinz we discovered that Heinz is the ketchup used by major food companies and enjoyed by McDonalds, Wendy's and Burger King fans alike.

To show people that their favourite food isn't complete without Heinz ketchup we showed them that Heinz makes the meal - no matter what brand or meal you prefer, it isn't complete until you add the Heinz.

We created a series of print and digital ads showing people their favourite fast food isn't the same without the red, raising awareness that Heinz is the ketchup that makes their favourite food so good and to reaffirm that no matter what their fast food of choice is, the ketchup has to be Heinz..

We tapped into current culture by hijacking Burger King's SuperBowl ad #eatlikeandy and turning it into part of our Red Makes It campaign.

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