The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Best of Print & Promotional
Annual ID
OS24_PT000G
About the Work
Heinz is the world’s most beloved ketchup. It’s a thick, rich sauce unlike any other, which is why we’ve long said, “It Has to be Heinz.”
But as the global cost of living rises, everyone is feeling the pressures of inflation, meaning both businesses and consumers are cutting costs. In tough times, restaurants often look to cheaper alternatives of lesser quality and taste than Heinz. Our objective was to reinforce brand love for Heinz in order to show restaurants that while there are other ketchups, none can replace Heinz.
Through social listening, we uncovered that restaurants had been refilling Heinz bottles with generic ketchup, and people could tell. Instead of doing what brands typically do and shying away from this behaviour, we leaned into it to rally Heinz fans to stop it.
We launched Ketchup Fraud, an integrated campaign that called out restaurants refilling Heinz bottles with generic ketchup. It featured caught-in-the-act style assets and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz. Once the word was out, we turned to social and launched a website asking fans to tell us which restaurants have been committing Ketchup Fraud. Restaurants could even submit themselves anonymously on the website. We then began connecting with these restaurants and providing them with the real deal to make sure that when people saw Heinz – it was actually Heinz.
By tapping into an insight that resonated with Heinz fans across the world, our campaign garnered over 502MM impressions, drove 92% positive sentiment, exceeded the social engagement rate benchmark by 128x, and brought to life hundreds of organic stories that confirmed experiences with Ketchup Fraud.
With the launch of this campaign, Heinz gained 33 new accounts in under a month, equalling a total of over $250k in gross sales volume. In addition to gaining new accounts, Heinz increased sales by 8% vs the previous year and gained 0.6 points in market share vs the previous year, at a time when many were turning away from higher-priced products. Lastly, consideration scores jumped +3pts, and social engagement exceeded benchmarks by 666%.
But as the global cost of living rises, everyone is feeling the pressures of inflation, meaning both businesses and consumers are cutting costs. In tough times, restaurants often look to cheaper alternatives of lesser quality and taste than Heinz. Our objective was to reinforce brand love for Heinz in order to show restaurants that while there are other ketchups, none can replace Heinz.
Through social listening, we uncovered that restaurants had been refilling Heinz bottles with generic ketchup, and people could tell. Instead of doing what brands typically do and shying away from this behaviour, we leaned into it to rally Heinz fans to stop it.
We launched Ketchup Fraud, an integrated campaign that called out restaurants refilling Heinz bottles with generic ketchup. It featured caught-in-the-act style assets and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz. Once the word was out, we turned to social and launched a website asking fans to tell us which restaurants have been committing Ketchup Fraud. Restaurants could even submit themselves anonymously on the website. We then began connecting with these restaurants and providing them with the real deal to make sure that when people saw Heinz – it was actually Heinz.
By tapping into an insight that resonated with Heinz fans across the world, our campaign garnered over 502MM impressions, drove 92% positive sentiment, exceeded the social engagement rate benchmark by 128x, and brought to life hundreds of organic stories that confirmed experiences with Ketchup Fraud.
With the launch of this campaign, Heinz gained 33 new accounts in under a month, equalling a total of over $250k in gross sales volume. In addition to gaining new accounts, Heinz increased sales by 8% vs the previous year and gained 0.6 points in market share vs the previous year, at a time when many were turning away from higher-priced products. Lastly, consideration scores jumped +3pts, and social engagement exceeded benchmarks by 666%.
2024 Awards
Total Points: 90
Best of Discipline 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
Related Awards
