Food & beverage · CPG· Brand Strategy· Campaign
Expanding brand love across the product line.
How do you transfer the love of ketchup to the entire brand?
About the project
Heinz is a ketchup we all love. To show up in a new way, it needed to think beyond itself and reveal the family product line that surrounds it.
A family drama.
Heinz is a ketchup we all love. To show up in a new way it needed to think beyond itself and reveal the family product line that surrounds it — condiments playfully personified by John Malkovich and his entourage. Where there’s people, there’s Heinz: the summer barbecue, the picnic, the tailgate, the block party.
Intentionally irrational.
The ask: transform Heinz into a culturally relevant, “intentionally irrational” iconic global brand. We answered with four concepts that extend the brand into more than just a ketchup — injecting Heinz into culture through fashion, art, collectibles, technology and music.
“Where there’s people, there’s Heinz.”
Services
- Product Strategy
- Messaging & Positioning
- Creative Concepts
- Out-of-Home Advertising
- Event Marketing
- Experiential Marketing
- Product Placement
Credits
- Client
- Heinz
- Sector
- Food & beverage · CPG
- Discipline
- Product Strategy · Campaign
- Studio
- Meaningful