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Creative Creative Works Heinz

Heinz highlights ‘Ketchup Fraud’ in playful print campaign


By Amy Houston, Senior Reporter

March 27, 2023 | 4 min read

Ads by Canadian creative agency Rethink draw attention to restaurants that dupe customers with cheaper sauces.

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Rethink's latest ad campaign for Heinz / Rethink

Have you ever used a bottle of Heinz in a restaurant and noticed it didn’t taste quite right? In a series of sneaky snapshots, the condiment colossus is pointing a finger at eateries that cheap out and fill up empty bottles with other sauces.

Aptly titled ’Ketchup Fraud’, the print campaign is the work of Canadian creative agency Rethink. Chief creative officer and partner Mike Dubrick says of the insight that informed the work: “It’s a real behavior that we noticed all over the world and wanted to bring to light. It shows just how much weight the Heinz brand carries and how much even just the bottle speaks to quality.

“While we’re flattered by the behavior, ultimately, we want to make it unnecessary and are excited to work with the restaurants to do so.”

The ads play on the ’It Has To Be Heinz’ campaign slogan and will run on billboards in NYC and Chicago, as well as in the press and on social media.

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Megan Lang, marketing director at Heinz North America, says that inspiration for the campaign originally came from Snapchat. ”We saw someone caught in the act of refilling Heinz with generic ketchup, which prompted us to dig in further, and through social listening we discovered that this was a true and widespread behavior. We thought, what better way to express our core brand belief that ’It Has to Be Heinz’ than to simply amplify an existing consumer behavior in a supportive and funny way?”

Earlier this week, Rethink released a Severance-style spot that took aim at bleak banks.

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Chief creative officers: Aaron Starkman, Mike Dubrick, Daniel Lobatón

Chief strategy officer: Sean McDonald

Executive creative director: Xavier Blais

Creative directors: Skye Deluz, Jacquelyn Parent, Fernando Hernandez

Writers: Jacquelyn Parent, Nicolas Dubois, Xavier Blais

Art director: Skye Deluz

Strategists: Julian Morgan, Emma Bayfield, Clément Martin, Pascal Routhier

Producers: Tricia Lapidario, Kate A Spencer

Post supervisors: R+D Post, Megan O’Connor, Shannon Ing

Integrated producer: Kate A Spencer

Studio: Brad Kumar, Justin Chan, Kostas Loukopoulos

Group business lead: Adam Ball

Group account director: Jamie Sutherland

Account directors: David Greisman, Catherine Blouin-Mainville

Account supervisor: Jamie Flatow

Account manager: Rachel Cloth

Photographer: Ale Burset

Production company: Wolf Credo Production Co

Executive producer: Marcela Moracci

Line producers: Mariano Legname García, Ariel Ticona Molina

Editor: R+D Post, Eugene Aglushevich

Online: Frame Distillery VFX, Rob Del Ciancio

Color: R+D Post, Emmett Maloney

Audio: Grayson Music

Creative Creative Works Heinz

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