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Heinz Ketchup & Seemingly Ranch

Award: Graphite Pencil

Graphite Pencil / Commerce / Cultural Experience / 2024

Award: Wood Pencil

Wood Pencil / Media / Use of Talent & Influencers

Award: Shortlist

Shortlist / PR / Reactive Response

Award: Shortlist

Shortlist / Digital & Social / Tactical

In September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became enthralled with their relationship. When one Twitter account shared, "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" the post exploded.

This created the perfect opportunity to tap into culture to give Heinz Kranch—a ketchup and ranch mashup— its long overdue time to shine with a Gen-Z audience. Within 24 hours of the viral Taylor Swift post, we re-released Kranch, but this time with a new name and label: Heinz Ketchup and Seemingly Ranch.

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