Heinz's creative effectiveness in print

Diana Frost, Chief Growth Officer at Kraft Heinz, emphasised the importance of simplicity and leveraging the audience's affection for the brand. This approach has been instrumental in rekindling the brand's appeal and driving substantial growth. Harjot Singh, Creative Effectiveness Lions Jury President, praised the campaign for being both contemporary and timeless, highlighting the temptation to abandon existing strategies rather than optimising them. Singh said, "The campaign showed a bravery in maintaining simplicity and consistency, proving that you don't always need to reinvent the wheel to make a significant impact. This is unforgettable work with undeniable impact."

The campaign's core strategy involved exposing 'Ketchup Fraud' – the practice of restaurants refilling Heinz bottles with inferior condiments. Created by Rethink Toronto, the campaign featured undercover visuals inspired by a viral image of a restaurant employee refilling a Heinz bottle with a cheaper substitute. The campaign’s print advertising, OOH, and social media assets, calling on the public to name and shame restaurants engaging in this practice.

Heinz capitalised on the public’s response, promising to send pallets of genuine Heinz Ketchup to offending restaurants. The results were impressive, with Heinz added to 33 new locations, 92% positive sentiment, and an engagement rate 128 times above benchmarks. The campaign also won several prestigious awards, including a Graphite Pencil for Press and Outdoor at the 2023 D&AD awards and Gold in the Outdoor category at Cannes.

Megan Lang, Head of Brand Communications at Heinz North America, remarked on the campaign’s success, saying, "This strategy allowed us to build consumer demand for Heinz Ketchup in dining situations by focusing on our iconic status and meeting consumer expectations."

The visuals were designed to be relatable and realistic, ensuring the campaign resonated with a global audience. The campaign also encouraged consumer participation, asking people to report instances of 'Ketchup Fraud'. This engagement not only drove consumer demand but also reinforced Heinz’s commitment to quality and authenticity. Mike Dubrick, Chief Creative Officer at Rethink Canada, noted that the campaign’s success lay in its ability to transform an unspoken truth into a powerful and relatable narrative.

The 'It Has to Be Heinz' campaign exemplified Heinz and Rethink's 'Go then grow' philosophy, launching iteratively and reacting to cultural responses. The campaign’s name, 'Ketchup Fraud', was chosen for its simplicity and global relatability. The execution focused on authenticity, ensuring that even obscured visuals were instantly recognisable as Heinz ads.

Despite the challenges of the current economic climate, the campaign struck a balance between highlighting the value of genuine Heinz Ketchup and maintaining a light-hearted tone. This approach ensured the campaign resonated without alienating cost-conscious consumers.