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ANDY Awards

Creative Award
New York, United States
Heinz - "Heinz Tattoo Ink" by ANDY Awards 2024

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TitleHeinz Tattoo Ink
Agency
Campaign Heinz Tattoo Label
Advertiser Kraft Heinz
Brand Heinz
Date of First Broadcast/Publication 2023 / 3
Business Sector Mayonnaise, Ketchup, Mustards
Philosophy Heinz Tattoo Ink is a tattoo pigment made with the same care for ingredients that Heinz uses to make ketchup. Brand worked with Brazilian creative agency, SOKO, and top Brazilian tattoo ink manufacturer, Electric Ink, in the development of a Heinz red pigment as part of a brand love campaign. São Paulo – Heinz announced today that they are developing and launching a red tattoo pigment using non-harmful ingredients. Called “Heinz Tattoo Ink”, the project is a direct response from the brand to their legions of fans, who have always made a point of showing their love through tattoos, and sharing it on social media. The action comes on news that color tattoo ink faces growing restrictions and outright bans in countries around the world. The European Union alone has banned over 4,000 ingredients used in the creation of tattoo ink pigments, with red being the most problematic of the colors. These inks have been shown to cause allergic reactions, such as rashes and itchiness, as well as other complications during the application of tattoos. Since red is the most used color in Heinz fan tattoos, the brand felt they should do something about it. Through a partnership with Electric Ink, an ink manufacturer that uses only non-harmful components in their ink, Heinz is creating their first red tattoo ink, in a new and proprietary tone based on Heinz official pantone color. The idea for the endeavor came from the brand’s Brazilian agency partner, São Paulo-based SOKO. They and the brand have been working with ink manufacturer, Electric Ink, to create the new pigment over a 14 month period. In addition to the launch of the new ink product, Heinz worked with five notable Brazilian tattoo artists to create 57 original Heinz tattoo stencils — all to align with the brand’s trademark, “57 Varieties.” These stencils will be available on their website to anyone interested in getting an official Heinz tattoo. The artists come from a wide range of ethnicities and backgrounds, purposely chosen to embrace the vast diversity of Brazilian culture. The campaign unofficially kicked off on March 28, with a pre-launch film featuring a few select individuals, each getting one of the 57 tattoos on their bodies. Then beginning this week, São Paulo will be blanketed in outdoor media showcasing these fans and their new skin art. When the final product is ready to distribute, the brand will make the tattoo stencils and ink available to tattoo parlors throughout Brazil. Everything the brand is doing in this project is a result and proof of a good communication with their fan base, listening to them, giving them space and co-creating new scenarios.
Media Type Case Study
Length
AI Description The Heinz Tattoo Ink ad showcases the brand's innovative venture into creating a safe, non-toxic red tattoo ink. Set against a vibrant red background symbolizing Heinz's iconic color, the ad features close-ups of ketchup bottles and a series of tattoos displayed proudly on fans' skin. The narration highlights the problem with conventional red tattoo inks and introduces Heinz's solution. With engaging visuals and a modern aesthetic, the ad emphasizes the quality and safety of this new ink, developed in collaboration with Electric Ink. Professional tattoo stencils are showcased, reinforcing the creativity and diversity embraced by the campaign.
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Founder and CEO/CCO
Executive Creative Director
Executive Creative Director
Group Creative Director
Creative Lead
Design & Creative Leader
Design & Creative Leader
Design & Creative Leader
Art Director
Art Director
Art Director
Copywriter
Content Lead
Content Creator
Content, Art Direction
Community Manager
Studio Lead
Motion Designer
CGO
Chief Operating Officer (COO)
Head of Account
Account Director
Head of Operations
Project Leader
Project Leader
Project Manager
Project Manager
Project Manager
Head of TV
Broadcaster
Broadcaster
Broadcaster
Head of Strategy & Data
Data & Innovation Leader
Data Scientist
Website
Executive Producer
Producer
Producer
Producer
Frontend Developer
Backend Developer
Backend Developer
Digital Artist
3D Artist
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Production Company
Director
Executive Producer
Co-Director
Assistant Director
Director of Photography (DOP)
Focus Puller
2nd AC
Video Assistant
Logger
Electrician
Electrician
Machinery Assistant
Still Shooting
Talent
Talent
Production Assistant
Catering
Driver
Driver
Driver
Studio
Creative and Production Supervisor
Video Editor and Motion Designer
Motion designer
Senior Project Manager
Project Assistant
Account Management
Motion Designer
Motion Designer
Design Retouching
Retoucher