The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Stunts & Activations
Annual ID
OS_SM20_087M
About the Work
For the past 150 years, Heinz Ketchup has been a household name and a leader in the condiment category. However, being in the leadership position comes with the risk of becoming complacent. And with new competition entering the market, Heinz was no longer the obvious choice for Canadians. Our objective for 2019 was to reignite Canadians’ love for Heinz in simple and ownable ways in order to cement ourselves as an iconic brand and Canada’s #1 ketchup. For as long as there has been Heinz Ketchup, people have tried to figure out how to get it out of the bottle. In fact, if you search “How to get Heinz Ketchup out of the bottle” on google, you get 74 000 000 results. So, as the experts, we saw an opportunity to help. We found the perfect pouring angle and to tell the world about it, we put the message on our bottle. We shifted the labels so when our iconic keystone was straight, the bottle was at the perfect angle for pouring ketchup - 31°. Finally giving the world the answer they’ve been looking for.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Rethink / Toronto
Internal / In-House Agency
R+D Productions / Toronto/Vancouver/Montreal
Production Company
Fuze Reps / Toronto
Crimson Fish / Toronto
Music / Sound Production Company
Vapor Music / Toronto
Post Production Company
Alter Ego / Toronto
Art Director
Hayley Hinkley
Creative Director
Mike Dubrick
Joel Holtby
Digital Artist
Adora Beatty
Conor Fisher
Editor
Dustin Gamble
Executive Creative Director
Aaron Starkman
Christina Yu
Illustrator
Erin Maguire
Photographer
Adrian Armstrong
Strategist
Julian Morgan
Sean McDonald
Writer
Jacquelyn Parent
Account Team
Amy Greenspoon
Kai De Bruyn Kops
Sarah Shiff
Related Awards
