Heinz Fraud Ketchup - QSR

Art Direction for Static Ads - Single

2023

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: Kraft Heinz Chief Creative Officer: Aaron Starkman, Mike Dubrick, Daniel Lobatón Chief Strategy Officer: Sean McDonald Executive Creative Director: Xavier Blais Creative Director: Skye Deluz, Jacquelyn Parent, Fernando Hernandez Writer: Jacquelyn Parent, Nicolas Dubois, Xavier Blais Art Director: Skye Deluz, Hayley Hinkley Strategy Director: Julian Morgan Strategist: Emma Bayfield, Clément Martin, Pascal Routhier Producer: Tricia Lapidario, Kate Spencer Post-Production Company: R+D Productions Post Supervisor: Megan O’Connor, Shannon Ing Studio Artist: Brad Kumar, Justin Chan, Kostas Loukopoulos Group Business Lead: Adam Ball Group Account Director: Jamie Sutherland Account Director: 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 Producer: Mariano Legname García, Ariel Ticona Molina Editor: Eugene Aglushevich Post-Production Company: R+D Productions Online: Frame Distillery VFX, Rob Del Ciancio Colourist: Emmett Maloney Audio House: Grayson Music PR Agency: Zeno Group Media Agency: Starcom Client: Nina Patel, Megan Lang, Jacqueline Chao, Alyssa Cicero

We launched Ketchup Fraud, an integrated campaign that called out restaurants refilling Heinz bottles with generic ketchup. It featured caught-in-the-act style assets and a twist on our tagline: Even when it isn't Heinz, it has to be Heinz. From there, we enlisted fans to tell us which restaurants have been committing Ketchup Fraud so that we could get them the real deal. We didn't just want to bring attention to Ketchup Fraud – we wanted to end it.