Emmett Maloney Editor

ABOUT

Heinz was starting to see brand affinity scores decline as competitors stole share. The objective was to re-ignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty. The truth is, Heinz is ketchup. Rethink needed to find a way to prove this. To uncover this unspoken association it conducted a social experiment with participants from 18 countries, anonymously asking a group of people to simply draw ketchup. The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.

MADEIT CREDITS

  • Kraft Heinz CanadaClient
  • Aaron StarkmanChief Creative Officer
  • Alex ButtProducer
  • Allie KennedyAccount Manager
  • Amy GreenspoonAccount Director
  • Art MullinEngineer
  • CaratMedia Agency
  • Chanel SimpsonSenior Brand Manager Brand Building and Innovati
  • Daniel GotlibAssociate Director of Brand Building & Innovatio
  • Geoff BaillieWriter
  • Jaclyn McConnellDesigner
  • Joel HoltbyHead of Art
  • Julian MorganStrategist
  • Kai De Bruyn KopsAccount Director
  • Keeyan ArvandiSenior Associate Brand Manager
  • Mike DubrickExecutive Creative Director
  • Narine ArtinianPrint Producer
  • Nina PatelHead of Brand Build Communications and Innovatio
  • R+D ProductionsProduction Company
  • SALTCommunity Management
  • Scott McClellanDirector of Photography
  • Sean McDonaldChief Strategy Officer
  • Spencer HoughtonProduction Coordinator
  • Stephen ParkerEditor
  • The Colony ProjectPR
  • Vapor MusicMusic & Sound
  • Zachary BautistaAssociate Creative Director
  • D&AD
  • Emmett MaloneyColour and Online
Add yourself to this project

Who liked - Heinz Draw Ketchup

Back to Heinz Draw Ketchup project