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15 Minutes of Flavor
Agency The Kitchen North America / Toronto + Kraft Heinz / Chicago + Publicis 57 / Chicago + Zeno Group / Chicago
Category
Influencer Marketing / Multi-Channel
Annual ID
OS24_SM095M
About the Work
From sneakers and merch to exclusive fast food meals, brands have adopted Drop Culture to drive demand. With big-name celebrities being tied to each drop, the internet has come to expect a familiar star tying up with their favorite brand for an exclusive product.
So when it came time for Heinz to drop six new limited-time sauces, at limited locations, we flippped the script. We turned by the clock on the classic celebrity-endorsed drop to break through the noise and drive our Gen Z & Millennial fanbase wild.
Our objective? Excite Heinz sauce-lovers to try each sauce as they drop or risk missing it forever.
To tell the world that our sauces would only be in the spotlight for a limited time, we teamed up with ‘celebrities’ who knew what limited-time fame felt like. We turned their 15 minutes of fame into 15 Minutes of Flavor.
We partnered with one-time global sensation and ‘Friday’ singer –Rebecca Black, the biggest meme of the 2010s – Bad Luck Brian and America’s favorite Idol contestant - William Hung. Each celebrity announced their unique sauce to the world. By tapping into Gen Z’s love for all things nostalgic, we were able to break through the noise and talk to our fans directly.
15 Minutes of Flavor immediately broke all Heinz benchmarks, selling out every sauce across the country. Over the course of six months, our fans waited for a new sauce to drop and flocked to stores to try it first. People drove for hours and lined up even longer. Restaurants were inundated with calls from fans, waiting to know when the next one would drop. Other restaurants even reached out to join in and sell the sauce too. The campaign proved to be so popular that Heinz decided to bring back the most coveted sauces permanently.
So when it came time for Heinz to drop six new limited-time sauces, at limited locations, we flippped the script. We turned by the clock on the classic celebrity-endorsed drop to break through the noise and drive our Gen Z & Millennial fanbase wild.
Our objective? Excite Heinz sauce-lovers to try each sauce as they drop or risk missing it forever.
To tell the world that our sauces would only be in the spotlight for a limited time, we teamed up with ‘celebrities’ who knew what limited-time fame felt like. We turned their 15 minutes of fame into 15 Minutes of Flavor.
We partnered with one-time global sensation and ‘Friday’ singer –Rebecca Black, the biggest meme of the 2010s – Bad Luck Brian and America’s favorite Idol contestant - William Hung. Each celebrity announced their unique sauce to the world. By tapping into Gen Z’s love for all things nostalgic, we were able to break through the noise and talk to our fans directly.
15 Minutes of Flavor immediately broke all Heinz benchmarks, selling out every sauce across the country. Over the course of six months, our fans waited for a new sauce to drop and flocked to stores to try it first. People drove for hours and lined up even longer. Restaurants were inundated with calls from fans, waiting to know when the next one would drop. Other restaurants even reached out to join in and sell the sauce too. The campaign proved to be so popular that Heinz decided to bring back the most coveted sauces permanently.
2024 Awards
Total Points: 3
Merit
Credits
Brand-Side / In-House Agency
The Kitchen North America / Toronto
Media Agency
Publicis 57 / Chicago
PR / Marketing Agency
Zeno Group / Chicago
Client / Brand
Kraft Heinz / Chicago
Copywriter
Joseph Thomas
Creative Director
Daniel Szczepanek
Designer
Wesley Webb
Editor
Brian Willard
Executive Creative Director
Simon Au
Executive Producer
Don Hoeg
Graphic Designer
Crystal Huang
Producer
Neal Fischer
Pat Fischer
Social Media Manager
Vanessa Mahon
Strategist
Yalin Kaya
Head of Strategy
Kathleen Bokar
Senior Producer
Jan Parma
Account Executive
Lulu Saias
Prestan Tilley
Account Supervisor
Marco Cianfagna
Account Supervisor, Consumer
Bethany Stokoski
Account Supervisor, Creator
Molly Kirkpatrick
ASSOCIATE DIRECTOR, ACCOUNT MANAGEMENT
Valerie Paganessi
Associate Director, Investment
Colleen Chuipek
Brand Manager
Alyssa Cicero
Navjit Dhillon
Director, Creator
Mark Nava
Group Account Director
Annie-Rose Mears
Head / VP of North America, Brand Communications
Nina Patel
Head of Brand Communications - Heinz & Kraft Enhancers, North America
Megan Lang
Head of Product Marketing
Taylor Sivell
Head of Production & Operations
Julie Benevides
Head of The Kitchen North America
Tom Evans
Lead, Product Management - Digital Experience
Sarah Xu
Media Supervisor
Brittany Foster
Senior Account Executive
David Prather
Nicolette Stern
Senior Associate
Kayley Carey
Senior Brand Manager
Jacqueline Chao
Senior Performance Analyst
Alex Broome
Senior Product Manager
Dalton Ulm
Supervisor, Account Management
Christina Figueroa
Supervisor, Investment
Brianna Breshears
SVP, Consumer
Jamie Dammrich
SVP, Director, Account Management
Robyn Stellmach
VP Consumer
Alysa Winkler
VP Creator
Mary Schresmer
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