Heinz: Mahomes 57

Ketchup brand Heinz Tomato Ketchup leveraged NFL star Patrick Mahomes' love for the condiment to create a social media storm in the US, at zero cost.

Campaign details

Brand: Heinz Agency: ICF Next

The Situation

In November 2018, Kansas City Chiefs Quarterback Patrick Mahomes was the talk of the NFL. The first-year starter was shattering passing records and inspiring manic levels of media attention, including a massive Nov. 14 ESPN profile that unearthed a PREVIOUSLY unknown fact about pro football's newest sensation: He puts ketchup on everything, even steak.

"What's it like to be famous?" For one thing, it means he eats less ketchup. He spent most of his life putting ketchup on everything. He would get bottles of...

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