The One Show
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Category
Social Video / Over 15 Seconds
Annual ID
OS23_SM019S
About the Work
Kraft Heinz had previously embraced spooky holiday spirits with its Tomato Blood ketchup, frequently promoting the limited-time rebrand each year by tuning into Gen Z interests and macroeconomic trends. In 2020, it used TikTok to challenge consumers to share their Halloween transformation using Tomato Blood. In 2021, it sold DIY Tomato Blood costume kits, timed to concerns regarding supply-chain shortages.
But in 2022, Heinz partnered with our director to create a one-of-a-kind TikTok hybrid campaign. Buying into the growing influencer-marketing ecosystem, the team enlisted popular creator E.J. Marcus, known for his tongue-in-cheek impressions. Marcus, who had nearly 400,000 followers on the app at the time of publication, plays Toby, a human-friendly, blood-activist-influencer vampire who has a sweet spot for Tomato Blood.
While the TVC deliverable debuted during the premier of AMC’s “Interview with the Vampire” (a timely launch that helped bolster engagement) the campaign was also tailored specifically for TikTok. To further promote TikTok content, Heinz used vampire-glyph billboards with a scannable QR code that links to additional content.
Beyond meeting Gen Z where they are, this year’s push is clearly value driven, advertising Toby as a vegetarian vampire and “Tomato Blood activist,” alluding to the group’s growing interest in purpose-driven brands. Heinz recently made a similar value-driven move, partnering with online resale platform ThredUp to craft a collection of thrifted clothes with ketchup stains—a clear nod to the growing importance of sustainability in the lives of younger consumers.
The campaign was a widely viewed success for Heinz and its products. On TikTok alone, videos from the Vegetarian Vampire campaign were viewed more than 23 million times and have used practically every storytelling quality that makes TikTok so successful, incorporating co-creation, community engagement, music, sounds, and more.
But in 2022, Heinz partnered with our director to create a one-of-a-kind TikTok hybrid campaign. Buying into the growing influencer-marketing ecosystem, the team enlisted popular creator E.J. Marcus, known for his tongue-in-cheek impressions. Marcus, who had nearly 400,000 followers on the app at the time of publication, plays Toby, a human-friendly, blood-activist-influencer vampire who has a sweet spot for Tomato Blood.
While the TVC deliverable debuted during the premier of AMC’s “Interview with the Vampire” (a timely launch that helped bolster engagement) the campaign was also tailored specifically for TikTok. To further promote TikTok content, Heinz used vampire-glyph billboards with a scannable QR code that links to additional content.
Beyond meeting Gen Z where they are, this year’s push is clearly value driven, advertising Toby as a vegetarian vampire and “Tomato Blood activist,” alluding to the group’s growing interest in purpose-driven brands. Heinz recently made a similar value-driven move, partnering with online resale platform ThredUp to craft a collection of thrifted clothes with ketchup stains—a clear nod to the growing importance of sustainability in the lives of younger consumers.
The campaign was a widely viewed success for Heinz and its products. On TikTok alone, videos from the Vegetarian Vampire campaign were viewed more than 23 million times and have used practically every storytelling quality that makes TikTok so successful, incorporating co-creation, community engagement, music, sounds, and more.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Wieden+Kennedy / New York
Client / Brand
Kraft Heinz Company / Chicago
Production Company
1stAveMachine / Brooklyn
Art Director
Bowook Yoon
Copywriter
Sara Carr
Michelle Lamont
Holden Rasche
Creative Director
Christine Santora
Will Binder
Director of Photography
Jordan Parrott
Editor
David Ebert
Melissa Burns
Executive Producer
Sam Kilbreth
Andrew Geller
Producer
Tara Toliver
Matthew Snetzko
Account Director
Price Manford
Account Supervisor
Miriam Charry
Project Manager
Danielle Hillman
Assistant Account Executive
Emily Rivera
Brand Director
Megan Magnuson
Brand manager
Alyssa Cicero
Brand Strategy
Alex Nguyen
Joe Bae
Zack Plutzer
Comms Strategy
Angel Navedo
Abel Rodriguez
Director, Public Relations
Jenna Thornton
Management supervisor
Carina Polini
Partner/Executive Producer
Sam Penfield
Senior Brand Manager
Jacqueline Chao
Social Strategy
James Williams
Syd Hutnik
Ni’A Landon
VP, Head of The Kitchen:
Jess Vultaggio
VP, NA Brand Communications
Nina Patel
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