Copyright Yalin Kaya
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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