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Category
Creative Effectiveness / Consumer / Brand
Annual ID
OS24_CE016M
About the Work
In 2019, Heinz launched Kranch - a ketchup-ranch mashup.The Washington Post labeled it “...the latest condiment mash-up we didn't need,” and in 2023, it became the lowest performing sauce in the Heinz portfolio. We needed to reach a younger audience to turn Kranch it a sought-after sauce.
Then, in September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became so enthralled, even her game-day food choices became a viral topic. When one account shared, "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" the post exploded.
This conversation was creating the perfect conditions for our struggling ketchup ranch mashup. It set us up to piggyback on culture and give Kranch its long overdue time in the sun with a younger, tapped-in audience. Within 24 hours of the viral Taylor Swift post, we re-released Kranch with a new name and label: Heinz Ketchup and Seemingly Ranch.
The arrival of Ketchup and Seemingly Ranch on social immediately caught the attention of the dedicated Swiftie fandom. The next day, we launched Heinz Ketchup and Seemingly Ranch OOH in Times Square. We had bottles at that week’s Chief’s game, and Ketchup and Seemingly Ranch became a tailgate staple throughout the season. A swift label change turned a struggling condiment into a cultural sensation, generating coverage from CNN, Barstool Sports, Fast Company, New York Times, TMZ, Washington Post and more. It received 6B earned impressions – the highest ever for a Kraft Heinz Company program – with only $80k in production. It also took off on social, with our launch post garnering an engagement rate 690% above benchmarks.
Walmart ordered cases for immediate release on Walmart.com. Heinz Ketchup and Seemingly Ranch experienced 5x the sales growth of ketchup – a first for the Heinz brand.
Then, in September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became so enthralled, even her game-day food choices became a viral topic. When one account shared, "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" the post exploded.
This conversation was creating the perfect conditions for our struggling ketchup ranch mashup. It set us up to piggyback on culture and give Kranch its long overdue time in the sun with a younger, tapped-in audience. Within 24 hours of the viral Taylor Swift post, we re-released Kranch with a new name and label: Heinz Ketchup and Seemingly Ranch.
The arrival of Ketchup and Seemingly Ranch on social immediately caught the attention of the dedicated Swiftie fandom. The next day, we launched Heinz Ketchup and Seemingly Ranch OOH in Times Square. We had bottles at that week’s Chief’s game, and Ketchup and Seemingly Ranch became a tailgate staple throughout the season. A swift label change turned a struggling condiment into a cultural sensation, generating coverage from CNN, Barstool Sports, Fast Company, New York Times, TMZ, Washington Post and more. It received 6B earned impressions – the highest ever for a Kraft Heinz Company program – with only $80k in production. It also took off on social, with our launch post garnering an engagement rate 690% above benchmarks.
Walmart ordered cases for immediate release on Walmart.com. Heinz Ketchup and Seemingly Ranch experienced 5x the sales growth of ketchup – a first for the Heinz brand.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Rethink / Toronto
Media Agency
Starcom / Chicago
PR / Marketing Agency
Zeno Group
Client / Brand
Kraft Heinz / Toronto
Production Company
Fuze Reps
Art Director
Zachary Bautista
Mustaali Raj
Steve Miller
Chief Creative Officer
Aaron Starkman
Mike Dubrick
Daniel Lobaton
Chief Strategy Officer
Sean McDonald
Copywriter
Geoff Baillie
Thom Peters
Creative Director
Zachary Bautista
Geoff Baillie
Sean O'Connor
Designer
Mustaali Raj
Executive Creative Director
Xavier Blais
Photographer
Nick Greaves
Producer
Venus Pun
Kate A. Spencer
Terri Winter
Strategist
Julian Morgan
Emma Bayfield
Account Director
David Greisman
Account Manager
Rachel Cloth
Bhumika Baweja
Account Supervisor
Jessie Durand
Brand Manager
Navjit Dhillon
Director of Integrated Content
AJ Merrick
Director, Brand Comms
Megan Lang
Group Account Director
Rob Dix
Group Business Lead
Adam Ball
Head of Brand Communications
Nina Patel
Line Producer
Kate A. Spencer
Photographer / Cinematographer
Denis Gutiérrez-Ogrinc
Sr. Brand Manager
Jacqueline Chao
Studio Artist
Kostas Loukopoulos
Studio Manager
Todd Bennett
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