Turning one of Heinz’s biggest commercial failures into a phenomenon.
Turning one of Heinz’s biggest commercial failures into a phenomenon.
Turning one of Heinz’s biggest commercial failures into a phenomenon.
Turning one of Heinz’s biggest commercial failures into a phenomenon.
Turning one of Heinz’s biggest commercial failures into a phenomenon.
Client: HEINZ
Agency: Rethink
Role: Art Director
Creative Director: Zach Bautista
Art Director/Designer: Mustaali Raj
Writer: Thom Peters
Client: HEINZ
Agency: Rethink
Role: Art Director
Creative Director: Zach Bautista
Art Director/Designer: Mustaali Raj
Writer: Thom Peters
Client: HEINZ
Agency: Rethink
Role: Art Director
Creative Director: Zach Bautista
Art Director/Designer: Mustaali Raj
Writer: Thom Peters
Client: HEINZ
Agency: Rethink
Role: Art Director
Creative Director: Zach Bautista
Art Director/Designer: Mustaali Raj
Writer: Thom Peters
Project details
How Heinz crafted a limited-edition condiment, “Ketchup and Seemingly Ranch,” by a viral moment from pop star Taylor Swift.
How Heinz crafted a limited-edition condiment, “Ketchup and Seemingly Ranch,” by a viral moment from pop star Taylor Swift.
How Heinz crafted a limited-edition condiment, “Ketchup and Seemingly Ranch,” by a viral moment from pop star Taylor Swift.
How Heinz crafted a limited-edition condiment, “Ketchup and Seemingly Ranch,” by a viral moment from pop star Taylor Swift.
How Heinz crafted a limited-edition condiment, “Ketchup and Seemingly Ranch,” by a viral moment from pop star Taylor Swift.
Project Details
Looking in on a tweet that went viral, the team reasoned that the ketchup in the picture must be Heinz given the brand's enormous popularity. We conceived a way to piggyback on the fleeting cultural moment by turning one of Heinz's worst selling products, Kranch, into a cultural phenomenon.
Project Details
Looking in on a tweet that went viral, the team reasoned that the ketchup in the picture must be Heinz given the brand's enormous popularity. We conceived a way to piggyback on the fleeting cultural moment by turning one of Heinz's worst selling products, Kranch, into a cultural phenomenon.
Project details
Looking in on a tweet that went viral, the team reasoned that the ketchup in the picture must be Heinz given the brand's enormous popularity. We conceived a way to piggyback on the fleeting cultural moment by turning one of Heinz's worst selling products, Kranch, into a cultural phenomenon.
Project Details
Looking in on a tweet that went viral, the team reasoned that the ketchup in the picture must be Heinz given the brand's enormous popularity. We conceived a way to piggyback on the fleeting cultural moment by turning one of Heinz's worst selling products, Kranch, into a cultural phenomenon.
The project
Looking in on a tweet that went viral, the team reasoned that the ketchup in the picture must be Heinz given the brand's enormous popularity. We conceived a way to piggyback on the fleeting cultural moment by turning one of Heinz's worst selling products, Kranch, into a cultural phenomenon.
The results
Heinz's social channels posted a picture of a "new" product, calling it a "new era" for the brand and pledging to make 100 of the bottles available to consumers. The number was determined by combining Swift's lucky number (13) and Kelce's jersey number (#87).
In under 24 hours the product's tie-in with Swift ensured that the product launch received coverage from a range of celebrity-focused outlets like TMZ and US Weekly to more mainstream outlets like CNN.
The results
Heinz's social channels posted a picture of a "new" product, calling it a "new era" for the brand and pledging to make 100 of the bottles available to consumers. The number was determined by combining Swift's lucky number (13) and Kelce's jersey number (#87).
In under 24 hours the product's tie-in with Swift ensured that the product launch received coverage from a range of celebrity-focused outlets like TMZ and US Weekly to more mainstream outlets like CNN.
The results
Heinz's social channels posted a picture of a "new" product, calling it a "new era" for the brand and pledging to make 100 of the bottles available to consumers. The number was determined by combining Swift's lucky number (13) and Kelce's jersey number (#87).
In under 24 hours the product's tie-in with Swift ensured that the product launch received coverage from a range of celebrity-focused outlets like TMZ and US Weekly to more mainstream outlets like CNN.
The results
Heinz's social channels posted a picture of a "new" product, calling it a "new era" for the brand and pledging to make 100 of the bottles available to consumers. The number was determined by combining Swift's lucky number (13) and Kelce's jersey number (#87).
In under 24 hours the product's tie-in with Swift ensured that the product launch received coverage from a range of celebrity-focused outlets like TMZ and US Weekly to more mainstream outlets like CNN.
The results
Heinz's social channels posted a picture of a "new" product, calling it a "new era" for the brand and pledging to make 100 of the bottles available to consumers. The number was determined by combining Swift's lucky number (13) and Kelce's jersey number (#87).
In under 24 hours the product's tie-in with Swift ensured that the product launch received coverage from a range of celebrity-focused outlets like TMZ and US Weekly to more mainstream outlets like CNN.
RECOGNITION
2024 Webbys | Shortlist - Advertising, Media & PR - Launch or Drop
2024 Clios | GOLD - Creative Effectiveness, National Product/Service
2024 Clios | SILVER - PR, Real Time Response
2024 Clios | SILVER - Social Media, Real Time Response
RECOGNITION
2024 Webbys | Shortlist - Advertising, Media & PR - Launch or Drop
2024 Clios | GOLD - Creative Effectiveness, National Product/Service
2024 Clios | SILVER - PR, Real Time Response
2024 Clios | SILVER - Social Media, Real Time Response
RECOGNITION
2024 Webbys | Shortlist - Advertising, Media & PR - Launch or Drop
2024 Clios | GOLD - Creative Effectiveness, National Product/Service
2024 Clios | SILVER - PR, Real Time Response
2024 Clios | SILVER - Social Media, Real Time Response
RECOGNITION
2024 Webbys | Shortlist - Advertising, Media & PR - Launch or Drop
2024 Clios | GOLD - Creative Effectiveness, National Product/Service
2024 Clios | SILVER - PR, Real Time Response
2024 Clios | SILVER - Social Media, Real Time Response
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Work enquiries
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© 2020 _____ with Steve Miller
All rights reserved.
Work enquiries
connect@withstevemiller.com
© 2020 _____ with Steve Miller
All rights reserved.
Work enquiries
connect@withstevemiller.com
© 2020 _____ with Steve Miller
All rights reserved.
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