2024 Winner

CASE SUMMARY

In 2019, Heinz launched Kranch – a ketchup-ranch mashup. Despite the world’s love for ketchup and ranch, sales suffered. The Washington Post labeled it “...the latest condiment mash-up we didn't need,” and in 2023, it became one of the worst performing sauces in the Heinz portfolio.

The brand’s objective was to reach a new, younger audience in order to unlock the sales potential of this innovation, driving relevancy and making it a sought-after sauce.

Mixing ketchup and mayo is jarring, until someone you trust proves it’s delicious.

Ketchup and Seemingly Ranch: relaunching a failed sauce as the unofficial Taylor Swift collab.

In September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became enthralled with every aspect of their relationship, down to the snacks Taylor ate while watching Kelce at her first NFL game. When one Twitter account shared a photo of Taylor at the game with the caption "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" it exploded.

Countless brands responded with reactive social posts. But the brand took it further.

Kraft Heinz saw the perfect opportunity to save Kranch. Plus it was a chance to make Kranch resonate with a Gen-Z audience of diehard Swifties. Within 24 hours of the viral Taylor Swift post, the brand re-released Kranch, with a new name and label: Heinz Ketchup and Seemingly Ranch.

The brand started by announcing the arrival of their new sauce on social and within 48 hours, they launched a full campaign, including OOH in NYC subways and Times Square. The brand even got their bottles to tailgates at that week’s NY Jets vs. Chiefs game, where Taylor Swift was again in attendance.

In conjunction with the launch social post, widespread media outreach kicked off to spread the word to top-tier media ranging from food and general news to celebrity and pop Culture.

The brand continued to follow the story – literally – bringing Heinz Ketchup and Seemingly Ranch bottles straight to Chiefs games with Swift in attendance where it naturally became a tailgate staple.

When the campaign reached a fever pitch the brand announced that fans across the country could purchase a bottle of their own at Walmart.com.

The brand turned their underperforming sauce into a must have for the biggest, most dedicated fanbase in the world.

“Heinz Ketchup & Seemingly Ranch” generated over 6.1B earned impressions – the highest ever for Kraft-Heinz – receiving coverage from TMZ, The Today Show, Stephen Colbert, The New York Times, The Washington Post, and CNN.

Heinz was mentioned in 63% of articles covering Taylor and Travis’ relationship, and across over 2,200 placements, the brand also received 99% positive/neutral sentiment.

The brand’s launch post garnered an engagement rate 690% above benchmarks, countless fans made TikTok duets, others made embroidered sweaters with “Heinz Ketchup and Seemingly Ranch”. And on Walmart.com sales rose 320%. In fact, the brand saw 5x the sales growth of Heinz iconic ketchup. To this day, Walmart still sells “Heinz Ketchup & Seemingly Ranch” nationally.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel Lobatón
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Zachary Bautista, Geoff Baillie, Sean O'Connor
Writer: Thom Peters, Geoff Baillie
Art Director: Mustaali Raj, Zachary Bautista, Steve Miller
Designer: Mustaali Raj
Strategist: Julian Morgan, Emma Bayfield
Director of Integrated Content - Print/Studio: AJ Merrick
Producer: Venus Pun, Kate A. Spencer, Terri Winter
Studio: Todd Bennett, Kostas Loukopoulos
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: David Greisman
Account Supervisor: Rachel Cloth, Jessie Durand
Account Manager: Bhumika Baweja
Tabletop Photographer: Nick Greaves
Content Photographer/Cinematographer: Denis Gutiérrez-Ogrinc
Production Company: FUZE Reps
Line Producer: Kate A. Spencer
PR: Zeno Group
Media: Starcom

Client:
Head of Brand Comms North America: Nina Patel
Director, Brand Comms: Megan Lang
Sr. Brand Manager: Jacqueline Chao
Brand Manager: Navjit Dhillon