Campaign Snapshot

Problem

For years, Fenway Park lacked Heinz ketchup, which left fans so dissatisfied that they sneaked it into the stadium.


Insight

A day at the ballpark isn’t complete without Heinz.


Idea

As rumours swirled about Heinz returning in 2024, the brand seized the moment to celebrate the comeback and make a splashy announcement. Rather than issuing a standard press release, Heinz placed a bold full-page ad in The Boston Globe, signalling to fans that their voices had been heard.


Results

The campaign created a buzz, becoming the #1 trending topic on the Red Sox Reddit and delighting fans with the brand’s triumphant return.


Awards

2024 ADCC Awards

  • Silver: Print & OOH
Using Format