Grand LIA
Billboard
| Entrant: | Rethink, Toronto |
| Brand: | Heinz Ketchup |
| Title(s): | "Look Familiar?", "Coincidence?", "Remind You of Something?" |
| Region or Country Where Released: | Canada |
| Corporate Name of Client: | Kraft Heinz |
| Client Company: | Kraft Heinz, Toronto/Chicago/London |
| Chief Marketing Officer: | Todd Kaplan |
| Client Heads of Global Brand Marketing: | Nina Patel/Megan Lang |
| Client Senior Brand Managers: | Keenan White/Jacqueline Chao/Jacqueline Salamack |
| Client Company Global Chief Growth Officer: | Diana Frost |
| Client Company Director, North American Brand PR: | Jenna Thornton |
| Client Company Associate Director, Global Communications & Creativity: | Lourenço Arriaga |
| Client Company Associate Director: | Jamie Mack |
| Client Company Senior Manager, NA Brand PR & Media Relations: | Kate Mitchell |
| Client Company Head of Brand Communications: | Brian Neumann |
| Client Company Lead, Brand & Creativity: | Brooke Morrison |
| Client Company Head of Inclusive Marketing: | Danielle Spikener |
| Client Company Senior Brand Manager, Inclusive Marketing: | Dominique Robinson |
| Media Company: | Carat, Chicago, Toronto |
| Media Planners: | Sean Cooray/Nicole Raymond/Nicole Wohlberg/Elizabeth Schuler/Madeline Frick/Jourdan Daroff/Margo Adams/Lucia Fornaroli/Gianine Hall/Ethan Beller/Yessica Manrique/Connor McKinney/Karen Hrstic/Marlee Camacho/Taha Hameedi/Dmitry Moiseienko/Viha Rasania |
| PR Companies: | Zeno Group, Chicago/Zeno Group, Toronto |
| PR Companies Account Executive(s): | Veronica Smith/Lulu Saias/Kaylee Braasch/Linda Hoang/Claire Tam/Noor Masud/Waverly Neufeld |
| PR Companies Account Manager(s): | Bethany Roth/Emma Keane/Ethan Gallagher/Kathleen Bennett |
| PR Company EVP, Head of Integrated Communications: | Missy Maher |
| PR Company Senior Vice President: | Jamie Dammrich |
| PR Companies Vice President: | Bri Shanley/David Dwyer |
| PR Company Vice President: | Brock McLaughlin |
| Agency: | Rethink, Toronto |
| Agency Global Chief Creative Officer: | Aaron Starkman |
| Agency Chief Creative Officer: | Mike Dubrick |
| Agency Executive Creative Director: | Xavier Blais |
| Agency Group Creative Directors: | Zachary Bautista/Geoff Baillie |
| Agency Creative Directors - Copy: | Jacquelyn Parent/Karine Doucet |
| Agency Creative Directors - Art: | Luiz Faria/Loretta Lau |
| Agency Copywriter: | Julie Day-Lebel |
| Agency Art Directors: | Hayley Hinkley/Amber Arezes |
| Agency Digital Designer: | Alex Fleming/Dustin Gamble |
| Agency Studio Artist: | Justin Chan/Carl DeVouge |
| Agency Head of Broadcast: | Laura Rioux |
| Agency Producer: | Tricia Lapidario |
| Agency Directors of Integrated Production: | Kate A. Spencer/AJ Merrick |
| Agency Post Production Supervisor: | Shannon Ing/Tyler Erdelac |
| Agency Editors: | Stephen Parker/Thais Viana Maranho |
| Agency Proofreader: | Davina Haisell/Marie-Hélène Lessard |
| Agency Studio Manager: | Todd Bennett |
| Agency Chief Strategy Officer: | Sean McDonald |
| Agency Strategy Directors: | Julian Morgan/Emma Bayfield |
| Agency Business Director: | Adam Ball |
| Agency Account Supervisor: | Ashlynn Labinaz |
| Agency Group Account Directors: | David Greisman/Kai de Bruyn Kops |
| Agency Account Directors: | Emily Anzarouth/Linda Nguyen/Hannah Casey |
| Agency Account Manager: | David Birer |
| In-House Company: | The Kitchen, Toronto, Chicago |
| In-House Company Creative Director: | Phil Coulter |
| In-House Company Senior Copywriter: | Mathew Payne |
| In-House Company Senior Art Director: | Danny O’Donell |
| In-House Company Senior Producer: | Colleen Boychuck |
| In-House Company Social Media Manager: | Holly Kitts |
| In-House Company Brand Strategist: | Tiyana Hunter |
| In-House Company Group Account Director: | Brandon Morrison |
| In-House Company Account Director: | Kenzie Riley |
| Production Company: | United Assembly, Toronto |
| Production Company Head of Production: | Laryssa Andrade |
| Production Company Executive Producer: | Lindsey Rebeiro |
| Production Company Producer: | Felipe Ribs |
| Production Company Creative Director: | André Maciel |
| Production Company Executive Director: | Tina Castro |
| Production Company Executive Assistant: | Camila Holzmann |
| Production Companies Planning: | Le Alves/Beatriz Perrote/Tommy Martins |
| Production Company Head of Art: | Igor RAS |
| Production Company CGI Artist: | Mazola Rímoli |
| Production Company Prop Stylist: | Dani Reynolds |
| Production Company Food Stylist: | David Grenier |
| Post-Production Company: | Black Madre, Sao Paulo |
| Post-Production Company Audio Engineer: | Owen Hooper |
| Edit Facility: | School Editing, Toronto |
| Edit Facility Editors: | Izzy Ehrlich/Zhenya Dolzikov |
| Edit Facility Executive Producer: | Sarah Brooks |
| Edit Facility Online Editor: | Hardave Grewal |
| Music Production Company: | Grayson Music, Toronto |
| Music Production Companies Creative Director: | Mark Domitric/Brian Bernard |
| Music Production Company Producer: | Nicholas Shaw |
| Music Production Company Supervisor: | Rich Hamilton |
| Photography Studio: | Suech & Beck, Toronto |
| Packaging Manufacturing Company Printing: | David McMurdo |
| Production Company Photographer/Videographer: | Ale Burset |
| Printing Company: | The Promotions Specialist, Toronto |
Cultural Context:
But recently, as the cost of food went up, Heinz's market share started to go down, putting its dominance over fries – one of the most ordered menu items in the world – at risk.
So, while fry consumption was at an all-time high, Heinz’s role as the world’s go-to sauce was being challenged by cheaper, generic options.
So, we found a connection that’s been hiding in plain sight this whole time: french fry boxes are shaped like the Heinz logo.
To bring this insight to life, we went all around the world to find every last fry box, and turned them into a global print campaign that resonated across languages, cultures and markets.
Then, to bridge the gap between awareness and action, we partnered with UberEats to make sure every order of fries came with Heinz Ketchup, whether the restaurant served Heinz or not.
The message resonated across 33 global markets and results were undeniable: +1.16B global impressions, a +222% surge in US UberEats sales and significant market share growth worldwide.
Beyond the +1.16B impressions, the campaign became a cultural moment with 150+ earned mentions in trade and lifestyle outlets like Yahoo!, ADWEEK, AdAge and TAXI.
Heinz was featured in 86% of all headlines – outperforming the largest previous "It Has to Be Heinz" platform campaign across metrics – including a 510% surge in impressions, 387% lift in video views and a 378% increase in audience growth.