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To grow the Heinz Ketchup business around the globe we developed a campaign that extended beyond advertising to the actual product. We changed the iconic labels on Heinz ketchup bottles to give it a personality and at the same time, reinforce the product benefits. The bottles became collector's items and the campaign won over a younger generation by speaking to them in their own language.
To grow the Heinz Ketchup business around the globe we developed an integrated campaign that extended beyond advertising to the actual product. We changed the iconic labels on Heinz ketchup bottles to give it a personality and at the same time, reinforce the product benefits. The campaign was transcreated in markets around the world to reflect the culture and unique relationships individuals have with Heinz Ketchup.
One year after the campaign launch the brand saw notable sales gains including one-year market share of 51.2%, the highest ever, and share point gain of 3.6 points, the greatest ever. The bottles themselves became collector's items and the entire effort won over a younger generation. It was dubbed a “world first” in packaging design and recognized with multiple awards including a D&AD Yellow Pencil, Gold Effie and induction into The Clio Awards Design Hall of Fame.