HEINZ KETCHUP: FRIDGE OR CUPBOARD?

CHALLENGE
Heinz needed a culturally impactful social campaign, something that would cut through globally and reassert the brand’s authority in a crowded space.

IDEA
Settle one of the internet’s most divisive food debates: does ketchup belong in the fridge? We took a definitive stance, sparking immediate conversation and shareability.

EXECUTION
Working directly with Heinz, we developed and delivered the campaign in just 8 weeks, from concept to live. A single, provocative post ignited global debate that we amplified with a partnership with No Context Brits, a well-timed press release with national data on where people keep their ketchup, and a competition that offered people the chance to win their very own Heinz branded mini fridge (perfect for storing ketchup!).

OUR ROLE
Interim creative directors, campaign concept,. budget management, partnership management, logistics, PR management, end-to-end delivery

IMPACT
Heinz’s most successful social campaign in decades
700M+ impressions and 45M social reach
Global coverage including CNN, USA Today, Ladbible, The Sun and Main Online
Grand Prix Chairman Award + 3 x category wins at The Drum Awards

See reaction here [TikTok]

See coverage here [Metro, UK]

See broadcast debate [This is Today, USA]