Heinz Ketchup and Seemingly Ranch - "Heinz Ketchup and Seemingly Ranch (Film)" by ANDY Awards 2024
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Heinz Ketchup and Seemingly Ranch - "Heinz Ketchup and Seemingly Ranch (Film)"
- Brand: Heinz Ketchup and Seemingly Ranch
- Country: Canada
- Advertiser: Kraft Heinz
| Title | Heinz Ketchup and Seemingly Ranch (Film) |
| Agency | Rethink Communications Inc. |
| Campaign | Heinz Ketchup and Seemingly Ranch |
| Advertiser | Kraft Heinz |
| Brand | Heinz Ketchup and Seemingly Ranch |
| Date of First Broadcast/Publication | 2023 |
| Business Sector | Seasonings |
| Story | In 2023, Taylor Swift’s romance with Travis Kelce overtook the internet. When one account shared a photo of Taylor eating ‘chicken with ketchup and seemingly ranch’ at his game, it exploded. We recognized only one product belonged in this conversation: Heinz Kranch. We did what no other brand could: rebranding and relaunching a product in real time. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad effectively showcases Heinz’s rapid marketing response to an unexpected viral moment involving celebrity Taylor Swift and NFL player Travis Kelce. A picture of Swift eating chicken with ketchup and 'seemingly ranch' sparked widespread online discussions, giving Heinz an opportunity to reintroduce their Kranch sauce. The video opens with text explaining the past struggling sales of Kranch, followed by energetic football game scenes, featuring fireworks and cheering crowds. Key moments include Taylor Swift cheering enthusiastically and tweets going viral about the condiment combination. Various brands posting about Heinz's swift response further illustrate the social media buzz. Sequential animations reveal in bold text how Kranch quickly became a trend, resulting in limited edition bottles selling out rapidly. The ad captures a sense of humor and excitement, turning an internet meme into a marketing triumph, culminating with widespread media coverage and consumer demand. The visuals are colorful and dynamic, aligning with the upbeat narrative, which emphasizes the playful and innovative nature of the campaign, effectively reaching a broad audience through its engaging presentation. |
| Production Company | Fuze Reps |
| PR Agency | Zeno Group |
| Media Agency | Starcom USA |
| Chief Creative Officer | Aaron Starkman |
| Chief Creative Officer | Mike Dubrick |
| Chief Creative Officer | Daniel Lobatón |
| Chief Strategy Officer | Sean McDonald |
| Executive Creative Director | Xavier Blais |
| Creative Director/ art director | Zachary Bautista |
| Creative Director, Copywriter | Geoff Baillie |
| Creative Director | Sean O'Connor |
| Copywriter | Thom Peters |
| Art Director | Steve Miller |
| Art Director / Designer | Mustaali Raj |
| Strategist | Julian Morgan |
| Strategist | Emma Bayfield |
| Integrated Producer | AJ Merrick |
| Agency Producer | Venus Pun |
| Agency Producer | Kate A. Spencer |
| Agency Producer | Terri Winter |
| Artist | Todd Bennett |
| Studio Artist | Kostas Loukopoulos |
| Group Business Lead | Adam Ball |
| Group Account Director | Rob Dix |
| Account Director | David Greisman |
| Account Supervisor | Rachel Cloth |
| Account Supervisor | Jessie Durand |
| Account Manager | Bhumika Baweja |
| Photographer | Nick Greaves |
| Content Photographer / Cinematographer | Denis Gutiérrez-Ogrinc |
| Line Producer | Kate A. Spencer |
| Advertising Manager | Nina Patel |
| Advertising Manager | Megan Lang |
| Advertising Manager | Jacqueline Chao |
| Advertising Manager | Navjit Dhillon |
