The One Show
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Category
Craft / Art Direction
Annual ID
OS24_OH041B
About the Work
When we learned that restaurant staff around the world were being busted for refilling Heinz bottles with generic ketchup, we knew we had to act.
We launched Ketchup Fraud – a 360 campaign that called out the behaviour and inspired our fans to demand that they be served the real deal. Proving to restaurants around the world that it has to be Heinz.
The campaign features a caught-in-the-act style that captures people refilling Heinz bottles with generic ketchup, a real-life behaviour that shows the brand's superior taste and quality. The art direction is inspired by the real examples of Ketchup fraud found online. Its gritty, genuine feel was chosen to stand out from the sea of perfectly curated, perfectly branded photos that dominate the CPG world. The typography and layout are designed to call attention to the action in the image in an understated, minimalist way. Our goal through set design, casting and wardrobe was to create a sense of reality, prioritizing authenticity over perfection, even when it came to the Heinz product. And finally, we chose our locations to highlight a range of universal, global restaurant scenarios to make this campaign feel relatable to people all around the world.
We launched Ketchup Fraud – a 360 campaign that called out the behaviour and inspired our fans to demand that they be served the real deal. Proving to restaurants around the world that it has to be Heinz.
The campaign features a caught-in-the-act style that captures people refilling Heinz bottles with generic ketchup, a real-life behaviour that shows the brand's superior taste and quality. The art direction is inspired by the real examples of Ketchup fraud found online. Its gritty, genuine feel was chosen to stand out from the sea of perfectly curated, perfectly branded photos that dominate the CPG world. The typography and layout are designed to call attention to the action in the image in an understated, minimalist way. Our goal through set design, casting and wardrobe was to create a sense of reality, prioritizing authenticity over perfection, even when it came to the Heinz product. And finally, we chose our locations to highlight a range of universal, global restaurant scenarios to make this campaign feel relatable to people all around the world.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Rethink / Toronto
Media Agency
Starcom / Chicago
PR / Marketing Agency
Zeno Group
Client / Brand
Kraft Heinz / Toronto
Agency In-House Production Company
R+D Productions
Production Company
Wolf Credo Production Co
Music / Sound Production Company
Grayson Music / Toronto
Post Production Company
Frame Distillery VFX / Toronto
Art Director
Skye Deluz
Hayley Hinkley
Chief Creative Officer
Aaron Starkman
Mike Dubrick
Daniel Lobaton
Chief Strategy Officer
Sean McDonald
Copywriter
Jacquelyn Parent
Nicolas Dubois
Xavier Blais
Creative Director
Skye Deluz
Jacquelyn Parent
Fernando Hernandez
Editor
Eugene Aglushevich
Executive Creative Director
Xavier Blais
Executive Producer
Marcela Moracci
Photographer
Ale Burset
Producer
Tricia Lapidario
Kate A. Spencer
Account Director
David Greisman
Catherine Blouin-Mainville
Account Manager
Rachel Cloth
Account Supervisor
Jamie Flatow
Brand Manager
Alyssa Cicero
Colourist
Emmett Maloney
Director, Brand Comms
Megan Lang
Group Account Director
Jamie Sutherland
Group Business Lead
Adam Ball
Head of Brand Communications
Nina Patel
Line Producer
Mariano Legname García
Ariel Ticona Molina
Online
Rob Del Ciancio
Post Supervisor
Megan O'Connor
Shannon Ing
Sr. Brand Manager
Jacqueline Chao
Studio Artist
Brad Kumar
Justin Chan
Kostas Loukopoulos
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