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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.

2023 One Show - Branded Entertainment

Vintage Drip

Agency Rethink + Kraft Heinz

Client Kraft Heinz

Category

Brand Partnerships

Annual ID

OS23_BE039B

About the Work

Lately every brand is dropping a fashion collab to target Gen-Z. Heinz wanted to reinvigorate their connection with this younger audience too, but without being just another brand with a random fashion line. But why make a new line when Heinz Ketchup has been leaving its mark on clothes for generations? Instead of creating more disposable fast-fashion, we created a celebration of sustainability featuring fashion’s biggest names. Introducing Heinz Vintage Drip, a thrifted collection of luxe and streetwear brands all with Heinz ketchup stains. The collection came as the fashion industry trends toward thrifting, with 62% of Gen-Z and millennials looking for second-hand clothing rather than purchasing new. Used clothes with wear-and-tear, and even stains, were being embraced. We saw an opportunity to embrace the stain and give a second life to clothes that would normally be thrown out. We partnered with thredUP, the world’s largest resale platform, and a leader in fashion sustainability, to house the collection. It featured 157 unique thrifted items from Gucci, Nike, YSL and more - making it the largest unauthorized brand collab ever. At launch, Heinz Vintage Drip appeared all over New York Fashion Week, scored a full segment on the Drew Barrymore Show, earned praise from the singer SZA, and was featured on publications like CBS, Unilad, and The Daily Mail. Even other brands like Tide and Burger King jumped in on the action and posted Heinz-stained clothes of their own. The campaign garnered over 1.75B earned impressions - more than 400% above benchmarks. Our shoppable OLV delivered over 10MM impressions, drove over 135k visits to thredUP’s Heinz page, had an ER over 100% above benchmarks. The collection sold out and all proceeds went to Rise Against Hunger. In the end we proved that when it’s Heinz, it’s not a stain - it's a statement.

2023 Awards

Total Points: 9

Credits

Agency

Rethink

PR / Marketing Agency

Middle Child / Toronto
Zeno Group / Toronto

Client / Brand

Kraft Heinz

Production Company

Undivided Creative / Toronto
Gimmick Studios / Toronto
Post-Moderne / Toronto

Music / Sound Production Company

Oso Audio / Toronto

Media Distribution Company

Carat / Toronto

Media Agency

Starcom

Chief Creative Officer

Aaron Starkman
Mike Dubrick

Cinematographer

Nina Djacic

Creative Director

Zachary Bautista

Director

Nikki Ormerod

Editor

Tyler Erdelac

Executive Producer

Scott Houghton

Account Director

Kai De Bruyn Kops
David Greisman
Emily Kett

Account Supervisor

Emily Anzarouth
Isabella Sawyer

Associate Creative Director

Geoff Baillie

Printing

TI Group

Account Executive, PR

Sabeeyha Bobat

Account Manager

Rachel Cloth

Associate Director, PR

Rebecca Fuller

Broadcast Producer

Alex Butt

Colourist

Ismaël Ouattara

EVP, Head of Integrated Communications

Missy Maher

Group Account Director

Jamie Sutherland

Head of Brand Communications

Megan Lang

Managing Director, PR

Sean Citringo

Post Supervisor

Megan O’Connor
Shannon Ing

Print producer

Agnes Gilchrist
Aj Merrick

SAE, Media Relations

Veronica Smith

Senior Account Executive, PR

Patricia Gonzalez
Charlotte Hefner

Senior Account Manager, Digital

Bea Ticsay

Senior Account Manager, PR

Chandler Nowak
Joseph Crimi

Senior Vice President

Jamie Dammrich

Studio Director

Brad Kumar

SVP, Media Strategy

Courtney Pischke

VP, PR

Gillian DiCesare

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