CLIENT
The Kraft Heinz Company
Nicole Kulwicki, Brand Director – Brand Building, Heinz
Dalia Adler, Company Brand Manager – Brand Building, Heinz
Lynne Galia, Head of Communications
AGENCY
John Godsey , Chief Creative Officer, North America
Casey Campbell, Community Manager
Helen Tan, Senior Analyst, Strategy & Insights
Vanessa Fuss , Associate Director, Strategy & Insights
Jenna Nussbaum, Creative Director
Bray Addison, Senior Motion Designer
Katie Gerdes, Associate Creative Director
Aaron Evanson, Executive Creative Director
Madeline Larsen, Executive Director
Nathan Jokers, Connections Director
ICF Next
Britta Olson, Account Director
Jenny Ermer, Account Supervisor
Emily McMahon, Vice President
Taylor Higgins, Account Executive
Starcom
Emily Jacobson, Associate Director
Hannah Nowicki, Media Supervisor
SUMMARY
As the market leader, Heinz must remain culturally relevant to gain attention. When star NFL quarterback Patrick Mahomes was getting widespread hate for his love of ketchup on steak, we saw an opportunity to change the conversation into something positive. We supported his taste and challenged him to break an NFL record. By doing this, Heinz became a key part of discussions about America's favorite sport and established itself as a central player in one of the most culturally relevant sports — and ketchup — stories of the year.
