Heinz Ketchup & Seemingly Ranch

PR/Influencer Campaign

2024

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

Chief Creative Officer: Mike Dubrick, Aaron Starkman, Daniel Lobatón Executive Creative Director: Xavier Blais Writer: Thom Peters, Geoff Baillie Creative Director: Geoff Baillie, Zachary Bautista, Sean O'Connor Art Director: Zachary Bautista, Steve Miller, Mustaali Raj Chief Strategy Officer: Sean McDonald Designer: Mustaali Raj Strategist: Julian Morgan, Emma Bayfield Director of Integrated Content: AJ Merrick Producer: Venus Pun, Kate A. Spencer, Terri Winter Studio Artist: 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 Cinematographer: Denis Gutiérrez-Ogrinc Production Company: FUZE Reps Line Producer: Kate A. Spencer PR Agency: Zeno Group EVP, Head of Integrated Communications: Missy Maher EVP Media: Courtney Pischke Vice President: Alysa Winkler Senior Account Supervisor: Bethany Roth Account Supervisor Media: Veronica Smith Senior Account Executive: Nicolette Stern Account Executive: Lulu Saias Media Agency: Starcom Client: Kraft Heinz, Nina Patel, Megan Lang, Jacqueline Chao, Lizzy Goodman, Navjit Dhillon

In 2019, Heinz launched Kranch—a mashup of ketchup and ranch. It flopped. But when a photo of Taylor Swift eating a piece of chicken with ketchup and seemingly ranch at a Chiefs game went viral, we acted quickly to turn Heinz's worst performing product into its most in-demand.