Heinz highlights ‘Ketchup Fraud’ in playful print campaign
Ads by Canadian creative agency Rethink draw attention to restaurants that dupe customers with cheaper sauces.
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.
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.
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