Ketchup Fraud (case study)

Agency: Rethink


Heinz is the world’s most beloved ketchup. It’s a thick, rich, delicious sauce of unmatched quality, making it the only brand that is truly synonymous with the red condiment. When the brand discovered that there are restaurants around the world that refill Heinz bottles with inferior ketchup, it didn’t take offence, because these restaurants are just showing that they know what everybody else knows: it has to be Heinz.

To bring attention to this real behaviour, Heinz launched 'Ketchup Fraud', a 360 campaign enlisting fans across the country to help ensure that when people see Heinz, it’s actually Heinz. 'Ketchup Fraud' also inspired Heinz's fans to demand that they be served the real deal. Proving to restaurants around the world that it has to be Heinz.

This professional campaign titled 'Ketchup Fraud (case study)' was published in Canada and United States in May, 2024. It was created for the brand: Heinz, by ad agency: Rethink. This Direct, Integrated, and Print media campaign is related to the Confectionery, Snacks and Food industries and contains 1 media asset. It was submitted 27 days ago by LLLLITL.


Brand: Kraft Heinz, Toronto.
Head of Brand Comms North America: Nina Patel.
Director, Brand Communications: Megan Lang.
Sr. Brand Manager: Jacqueline Chao.
Brand Manager: Alyssa Cicero.

Advertising Agency: Rethink, Toronto, Montreal, Vancouver.
Partner, Chief Creative Officer: Aaron Starkman.
Chief Creative Officer: Mike Dubrick.
Chief Creative Officer: Daniel Lobaton.
Chief Strategy Officer: Sean McDonald.
Executive Creative Director, Copywriter: Xavier Blais.
Creative Director: Fernando Hernandez.
Creative Director, Art Director: Skye Deluz.
Creative Director, Copywriter: Jacquelyn Parent.
Copywriter: Nicolas Dubois.
Art Director: Hayley Hinkley.
Strategy Director: Pascal Routhier.
Strategists: Julian Morgan, Emma Bayfield, Clément Martin.
Producer: Tricia Lapidario.
Integrated Producer: Kate A. Spencer.
Post Supervisor: Megan O’Connor.
Post Supervisor: Shannon Ing.
Studio Artists: Brad Kumar, Justin Chan, Kostas Loukopoulos.
Group Business Lead: Adam Ball.
Group Account Director: Jamie Sutherland.
Account Directors: David Greisman, Catherine Blouin-Mainville.
Account Supervisor: Jamie Flatow.
Account Manager: Rachel Cloth.

Production Company: Wolf Credo Production Co, Buenos Aires.
Executive Producer: Marcela Moracci.
Line Producers: Mariano Legname García, Ariel Ticona Molina.
Editor: Eugene Aglushevich.

Post Production Company: Frame Distillery VFX, Toronto.
Online: Rob Del Ciancio.
Colourist: Emmett Maloney.

Production Company: R+D Productions, Toronto.
Music/Sound Company: Grayson Music, Toronto.
Public Relations Agency: Zeno Group, Chicago.
Media Agency: Starcom, Chicago.
Photographer: Ale Burset

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