Heinz: Heinzjacking the World Cup

Heinz Arabia, a food brand, enlisted a man by the name of Thomas Heinz to be a human billboard at the World Cup to make it feel like a sponsor without it being a sponsor.

Campaign details

Brand: Heinz Brand owner: Kraft Heinz Company Entrant company: FP7 McCannIdea creation: FP7 McCann Dubai Market: Global Sector: Sauces, seasonings, condiments Media channels: Word of mouth, Influencers, KOLs, Competitions & contests Budget: Up to 500k

Executive summary

It costs millions to be a World Cup sponsor.

It costs millions to not be part of the World Cup.

So, what do you do if you’re that well-known brand, Heinz Arabia, and you want to be part of the World Cup, but...

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