Heinz La Tomatina Ketchup

Cause-Related Advertising - Single

2022

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

Ad Agency: Rethink Client: Kraft Heinz Canada, Ana Maria Pombo, Tina Muller Chief Creative Officer: Aaron Starkman Executive Creative Director: Mike Dubrick Creative Director: Joel Holtby, Natasha Michalowska Art Director: Natasha Michalowska, Zachary Bautista, Mwangi Gatheca Associate Creative Director: Zachary Bautista, Geoff Baillie Writer: Geoff Baillie, Pranav Sabharwal Chief Strategy Officer: Sean McDonald Strategist: Julian Morgan Producer: A.J. Merrick Studio Artist: Brad Kumar Editor: Allain Elliot Group Account Director: Karlee Bedford Account Manager: Allie Kennedy Photographer: Rob Fiocca PR Agency: Marco

In 2021, La Tomatina festival was cancelled for the second year in a row because of COVID-19, devastating local farmers who rely on income from the festival. We bought tomatoes from local farmers and turned those tomatoes into Heinz Ketchup. We updated the label on the classic glass Heinz ketchup bottle, replacing the iconic tomato hanging from a vine with a splattered tomato, and naming it 'Heinz Tomatina'.