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.
Category
Physical Products & Apparel
Annual ID
OS23_PT050M
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.
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: 3
Merit
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
Art Director
Zachary Bautista
Matt Dunn
Ashley Park
Max Bingham
Copywriter
Geoff Baillie
Aman Soin
Brendan Scullion
Chief Creative Officer
Aaron Starkman
Mike Dubrick
Cinematographer
Nina Djacic
Creative Director
Zachary Bautista
Director
Nikki Ormerod
Editor
Tyler Erdelac
Executive Producer
Scott Houghton
Photographer
Nikki Ormerod
Nick Greaves
Strategist
Sean McDonald
Julian Morgan
Account Director
Kai De Bruyn Kops
David Greisman
Account Supervisor
Emily Anzarouth
Associate Creative Director
Geoff Baillie
Printing
TI Group
Account Manager
Rachel Cloth
Broadcast Producer
Alex Butt
Colourist
Ismaël Ouattara
Group Account Director
Jamie Sutherland
Head of Brand Communications
Megan Lang
Post Supervisor
Megan O’Connor
Shannon Ing
Print producer
Agnes Gilchrist
Aj Merrick
Studio Director
Brad Kumar
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