The One Show
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Category
User-Generated Content
Annual ID
OS_SM21_016G
About the Work
Heinz was starting to see brand affinity scores decline as competitors stole share. Our objective was to re-ignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty.
The truth is, Heinz is ketchup. We needed to find a way to prove this. To uncover this unspoken association we conducted a social experiment with participants from 18 countries. We anonymously asked a group of people to simply “Draw Ketchup.”
The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.
The truth is, Heinz is ketchup. We needed to find a way to prove this. To uncover this unspoken association we conducted a social experiment with participants from 18 countries. We anonymously asked a group of people to simply “Draw Ketchup.”
The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Rethink / Toronto
Media Agency
Carat / Toronto
PR / Marketing Agency
The Colony Project / Toronto
Client / Brand
Kraft Heinz Canada / Toronto
Production Company
R+D Productions / Toronto
Music / Sound Production Company
Vapor Music / Toronto
Art Director
Zachary Bautista
Associate Creative Director
Zachary Bautista
Chief Creative Officer
Aaron Starkman
Chief Strategy Officer
Sean McDonald
Creative Director
Joel Holtby
Designer
Jaclyn McConnell
Director of Photography
AA Scott McClellan
Editor
Stephen Parker
Executive Creative Director
Mike Dubrick
Producer
Alex Butt
Strategist
Julian Morgan
Writer
Geoff Baillie
Account Manager
Allie Kennedy
Associate Director, Brand Building & Innovation - Taste Elevation
Daniel Gotlib
Colourist
Emmett Maloney
Community Management
SALT / Toronto
Engineer
Art Mullin
Group Account Director
Amy Greenspoon
Kai De Bryun Kops
Head of Art
Joel Holtby
Head of Brand Build Communications & Innovation
Nina Patel
Print Producer
Narine Artinian
Production Coordinator
Spencer Houghton
Senior Associate Brand Manager
Keeyan Arvandi
Senior Brand Manager Brand Building & Innovation
Chanel Simpson
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