The One Show
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Category
Social Post / Single Platform Series
Annual ID
OS23_SM052M
About the Work
For year three of Heinz Tomato Blood, we aimed to mobilize the perfect advocates who would make Tomato Blood synonymous with Halloween culture–a group who would benefit most. The obvious answer was Vampires. For centuries, there has been no alternative sustenance for vampires who didn’t want to drink human blood–until now.
To convince vampires to go vegetarian and drink Heinz Tomato Blood we enlisted Toby, a 280 year old Vegetarian Vampire influencer. We cast beloved real-life TikTok creator EJ Marcus to star as Toby and be the face of every campaign touchpoint.
Toby Recruitment PSA: Our :90 hero film starred Toby making an appeal to vampires to spare human lives and drink Tomato Blood. The film debuted on YouTube, TikTok, Instagram, Twitter and AMC’s premiere of Interview with the Vampire.
Toby Social Takeover: Toby took over Heinz’s TikTok, Instagram and Twitter channels, posting exclusively at night. His content throughout the month of October leaned into influencer trends, like Get Ready With Me, What I Eat in a Day, Room Tour, and “Hot Veggie Vamp Walk”.
Toby Goes to Six Flags: Toby shared multiple social posts to introduce the LTO dish “Totally Loaded Fright Fest Bloody Nacho Fries” at select Six Flags parks.
Toby OOH: Billboards using our own vampiric font ran in cities renowned for vampire lore and haunted history tourism like Salem, NOLA, Portland and Chicago. A QR code on the billboard led curious humans to a TikTok translation from Toby.
Twitch: Toby enlisted popular Twitch streamers in our Heinz Tomato Bloodless Challenge to kill without blood in cult-favorite horror game Dead by Daylight.
Fandom.com: Toby was featured in Fandom’s NYC Comic Con event and he took over wikis of other famous vampires.
Reddit: Finally, Toby showed up on vampire subreddits, gifting Reddit gold to engage vampire fans.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / New York
PR / Marketing Agency
Zeno Group
Production Company
1stAveMachine
Media Distribution Company
Starcom
Art Director
Bowook Yoon
Copywriter
Sara Carr
Michelle Lamont
Holden Rasche
Chief Creative Officer
Karl Lieberman
Creative Director
Christine Santora
Will Binder
Editor
Melissa Burns
Executive Producer
Sam Kilbreth
Producer
Matthew Snetzko
Tara Toliver
Account Supervisor
Isabella Sawyer
Miriam Charry
Camera Operator
Bryan Bonilla
Casting Director
Stacy Gallo
Project Manager
Danielle Hillman
Stylist
Sheyna Imm
AC/DIT
Melanie St.Clair
account director
Price Manford
ACCOUNT SUPERVISOR, DIGITAL
Shannon Powell
Art Coordinator
Callan Christiano
Assistant Account Executive
Emily Rivera
ASSOCIATE DIRECTOR, ACCOUNT MANAGEMENT
Amina Ahmed
Brand manager
Alyssa Cicero
Brand Strategy
Alex Nguyen
Joe Bae
Zack Plutzer
Business Affairs
Andrea Fagan
colorist
Melissa Burns
Comms Strategy
Angel Navedo
Abel Rodriguez
Director / Photographer
David Ebert
Director of Business Affairs
Anna Beth Nagel
DIRECTOR, ACCOUNT MANAGEMENT
Emily Jacobson
DIRECTOR, DIGITAL MARKETING
Terrance Coleman
Director, Public Relations
Jenna Thornton
DP
Jordan Parrott
Jordan Parrott
EVP, DIRECTOR OF INTEGRATION COMMUNICATIONS
Missy Maher
GAFFER
Luke Becker-Lowe
HEAD OF AWAY FROM HOME BRAND & TRADE MARKETING
Brandon Potter
Head of Integrated Production
Nick Setounski
HMU
Celestina Masiello
Management supervisor
Carina Polini
Mixer
David Murray
NA BRAND COMMUNICATIONS
Nina Patel
Post producer
Matthew Snetzko
Production Designer
Luiza Rose
Production manager
Ryan Charland
SAE, Media Relations
Veronica Smith
Senior Associate
Anthea Shih
Senior Brand Manager
Jacqueline Chao
SENIOR BRAND MANAGER, AWAY FROM HOME
Matt Schiess
SENIOR PRODUCER
Tania Pirozzi
Senior Vice President
Jamie Dammrich
Social Strategist
James Williams
Syd Hutnik
Ni’A Landon
Sound mixer
Eric Rice
SR. ANALYST HEINZ AND LICENSING, AWAY FROM HOME
Sydney Crombie
SVP, Media Strategy
Courtney Pischke
Traffic
Sonia Bisono
Jacqueline Crane
VP, DIGITAL + PAIDMEDIA
Mary Schremser
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