Heinz wanted to establish itself as the main event by convincing people that their favorite foods can only be enjoyed by their favorite ketchup. So we reserved a spot for Heinz on every plate.
daphne lee – ad, kelly wang – xd
Research, strategy, visual design, animation
Paper+pen, Adobe CC
wood pencil – d&ad new blood awards
Condiments are never the star of the show: they’re what goes on the side. How can Heinz convince people that their favorite foods can only be enjoyed with their favorite ketchup for their 150th anniversary?
There's always a pile of ketchup somewhere on the plate that we saw that no one utilized yet.
We created “Reserved for Heinz” keystone marks on food paper sheets..
takeout containers, and restaurant plates.
These would be available as a reminder for all restaurants loyal to Heinz.
By partnering up with Corelle, Heinz ketchup lovers can also get their own special 150 years commemorative plate set for their own homes.
To make sure Heinz will be chosen for the next 150 years, we hope these Heinz fans will pass on their novelty ketchup memorabilia and their love for Heinz ketchup to the future generations.
We won a pencil at the D&AD festival for the Heinz brief 🏆