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.

2022 One Show - Social Media

Hot Dog Pact

Agency Rethink + Kraft Heinz

Client Kraft Heinz Canada


Active Engagement / Call to Action

Annual ID


About the Work

For decades, people have been asking why hot dog buns come in packs of 8 when wieners come in packs of 10.

As the condiment that’s been uniting hot dogs together for over 150 years, we decided enough is enough.

The cause garnered thousands of signatures on a petition, and lobbied bun and wiener companies to end this packaging mismatch once and for all.

Our solution? We rallied bun and wiener companies to join the movement and create their own evenly matched packaging. Thanks to all the hot dog lovers in North America, we were able to change the course of hot dog history for the better. 10 wieners. 10 buns. Finally.

2022 Awards

Total Points: 9




PR / Marketing Agency

The Colony Project

Client / Brand

Kraft Heinz

Production Company

PrintPro Services

Music / Sound Production Company

Grayson Matthews

Media Agency


Chief Creative Officer

Aaron Starkman

Creative Director

Joel Holtby
Natasha Michalowska


Tulio Pinto


Tyler Erdelac

Executive Creative Director

Mike Dubrick


Rob Fiocca

Account Director

Kai De Bruyn Kops

Associate Creative Director

Zachary Bautista


Brian Bernard

Account Manager

Allie Kennedy

Associate Director, Brand Building & Innovation

Daniel Gotlib

Community Management

The Kitchen

Group Account Director

Amy Greenspoon

Senior Associate Brand Manager

Carlos Vidanes

VFX / Colour Artist

Emmett Maloney

VP, Brand & Innovation

Nina Patel

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