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

57 Ways To Dine

Agency The Kitchen / Toronto + Middle Child / Toronto + Carat / Toronto

Client Kraft Heinz / Heinz Ketchup


User-Generated Content

Annual ID


About the Work

For years Heinz has been making cameos in horror movies as fake blood. Unfortunately, with Gen Z ditching TV for TikTok these campy classics weren’t going to get the same viewership they had in the past. To stay top of mind during the Halloween season we couldn’t rely on Gen Z stumbling across our old reruns. So we decided to create our own and introduce ‘57 Ways To Dine’ , a collaborative horror film where each scene was filmed by a different TikTok user. Users could film anything they wanted as long as they included Heinz as fake blood. We kicked off the movie by filming and posting the first scene to our TikTok channel. Users were then asked to build off of the first scene in their own creative way. Heinz was tagged in each submission and the best scenes made it into the final cut of the UGC film. On October 31st, we rolled out the red carpet and premiered the film over TikTok live with major success. The organically posted videos resulted in over 2,300,000 million impressions and over 6,000 engagements. Not to mention it spawned an official IMDB page. Next step, getting 0% on Rotten Tomatoes. After all, we’re more of a fresh tomatoes kind of brand.

2022 Awards

Total Points: 3




The Kitchen / Toronto

PR / Marketing Agency

Middle Child / Toronto

Media Distribution Company

Carat / Toronto

Creative Director

Julie Martinson
Dan Szczepanek


Dan Corrigan

Executive Creative Director

Simon Au


Ashley Savage

Senior Art Director

Nathan Ping

Senior Copywriter

Mark Delisi

Associate Director, Brand Building & Innovation

Daniel Gotlib

Brand Building & Innovation

Nina Patel

Community Manager

Joanna McCutheon

Junior Art Director

Andee Kintanar

Junior Copywriter

Jax Cohen

Sr. Associate Brand Manager

Carlos Vidanes

Sr. Manager, Brand Building & Innovation

Chanel Simpson

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