Heinz: Draw Ketchup

Heinz Ketchup, a sauce brand, reignited an emotional connection in a campaign to engage its consumers, bolster consumer loyalty and stay top-of-mind.

Background

Heinz Ketchup is known the world over for its slow pouring ketchup. But the brand was in danger of becoming seen as old and nostalgic in addition to facing competition from new category entrants. As a result, the brand started to see brand affinity...

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