Heinz Ketchup Fraud

Guerrilla Marketing Program

2024

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

Client: Kraft Heinz Chief Creative Officer: Aaron Starkman, Mike Dubrick Executive Creative Director: Xavier Blais Creative Director: Skye Deluz, Jacquelyn Parent Writer: Xavier Blais Art Director: Skye Deluz Writer: Jacquelyn Parent Creative Director: Fernando Hernandez Writer: Nicolas Dubois Art Director: Hayley Hinkley, Amber Arezes Chief Strategy Officer: Sean McDonald Strategist: Julian Morgan, Emma Bayfield, Clément Martin, Pascal Routhier Producer: Tricia Lapidario, Kate A. Spencer 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 Online: Frame Distillery VFX, Rob Del Ciancio Colorist: Emmett Maloney Audio House: Grayson Music PR Agency: Zeno Group Media Agency: Starcom

When we learned that restaurant staff around the world were being busted for refilling Heinz bottles with generic ketchup, we knew we had to act. We launched Ketchup Fraud – a 360 campaign that called out the behaviour and inspired our fans to demand that they be served the real deal. Proving to restaurants around the world that it has to be Heinz.