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Heinz

Perfect 365 days of the year

The brief

You’ve got to double sales this quarter. But you know this time of year is never a strong performer. It’s a struggle even the most adored brands can face. Take the nation’s beloved Tomato Ketchup, for example;Traditionally BBQ season provides a summer of love for us ketchup fanatics, as we all rejoice around the sauce table before drowning our burgers in a sea of red. But when it comes to Christmas, we banish the stuff into hibernation. It simply has no place at the table…right?

Award winning

Best video, Best use of bad taste, Most likely to cause a riot, Grand Prix.

The approach

The ApproachWe set about devising an ad campaign that would spark conversation and raise Heinz Ketchup‘s awareness at a time its cranberry counterpart traditionally takes all the glory. In order to do this, we needed to connect with people. We needed to meet them on a level they could totally relate to, rather than just straight up sell at them.

That meant no hard-pushing of the sauce’s tomatoey goodness, but a drastic dramatisation of the negative. A brief interruption here to just confirm, ketchup ruins a roast. Controversial, I think not. But there are some renegades out there that genuinely believe it compliments a festive feast. 🤷🏻♂️ So we championed these audacious niche individuals to get people to listen up.

Because to them, ketchup is perfect 365 days a year, and there’s no traditional family Christmas dinner that’s going to get in the way of a dollop or two!

The outcome

We set about devising an ad campaign that would spark conversation and raise Heinz Ketchup‘s awareness at a time its cranberry counterpart traditionally takes all the glory. In order to do this, we needed to connect with people. We needed to meet them on a level they could totally relate to, rather than just straight up sell at them.That meant no hard-pushing of the sauce’s tomatoey goodness, but a drastic dramatisation of the negative. A brief interruption here to just confirm, ketchup ruins a roast. Controversial, I think not. But there are some renegades out there that genuinely believe it compliments a festive feast. 🤷🏻♂️ So we championed these audacious niche individuals to get people to listen up.Because to them, ketchup is perfect 365 days a year, and there’s no traditional family Christmas dinner that’s going to get in the way of a dollop or two!