Heinz

Ketchup

To breathe new life into a venerable packaged good, Heinz aimed to make Heinz Ketchup a global icon by targeting teens and showing a relationship between them and the qualities of brand (stubborn, slow, rebellious). The brand's share has grown for first time in years, and tracking studies show high awareness of the new brand personality.

Leo Burnett, USA,
Chicago
Creative Directors:    Lisa Bennett, Dave Reger, Mike Straznickas
Art Directors:           Mike Straznickas, Sarah Block
Copywriters:            Dave Reger, Eric Routenberg