You’ve Been Heinzed

Heinz is a global icon, yet Gen Z (18–25) increasingly sees ketchup as outdated, unhealthy and unnecessary next to bolder sauces like sriracha or chipotle aioli. In the Ad Venture 2025/2026 competition, organised by Edcom with The Kraft Heinz Company, our challenge was to make Heinz Tomato Ketchup relevant again through a Pan-European campaign.

Our answer was You’ve Been Heinzed. Instead of selling a sauce, we turned Heinz into an action: the squeeze, the sound, the joke. It becomes a playful “friendly ketchup war” that only works with Heinz.

• The keychain: your tool to play is a mini-bottle keychain in vintage Heinz designs, which you get by buying two bottles.

• The collection: each keychain is a surprise, so it becomes collectible, tradeable and worth coming back for.

• Online: the challenge spreads through a shareable campaign video.

• Offline: the keychain lives on your bag and keys.

Heinz isn’t just something you eat. It’s something you do.

We delivered a written strategy and a 20-slide presentation. It covered consumer insight, the creative concept, the media and activation plan, and prototypes of key campaign elements.