Gary Cahill
Creative solution
ABOUT
The Challenge:
Heinz ketchup has always been popular but families were only buying it for their kids. This meant that adults were not buying it for themselves.
Insight:
Because adults saw Heinz ketchup as a childish product, they felt embarrassed buying it even though they enjoyed
the taste.
Solution:
Knowing that people loved the taste, we wanted to explore what lengths people would go to in order to get their hands on Heinz. This led to the Ransom Note campaign where a serious visual was tied with humorous copy to ease the embarrassment of consumers.
AWARDS
New York Ad Festival - First Prize
Back to 100% Committed to Ketchup project
Jennifer Prough
Creative Director, freelance
United States
Cogs Agency
United Kingdom