While the internet obsessed over Taylor Swift's new relationship with NFL star Travis Kelce, a photo of her "eating a piece of chicken with ketchup and seemingly ranch" at a Chiefs game went viral. We saw an opportunity. In 24 hours, we relaunched Kranch as Ketchup and Seemingly Ranch. Within days, OOH was live in New York City and bottles were available at Travis Kelce's next NFL game. The limited edition bottle sold out in minutes. Then Walmart called, turning our limited-edition bottles into a permanent item nationwide.

 

Heinz Ketchup & Seemingly Ranch had amassed 4.7B impressions (the most in brand history), earned $160M+ in earned media, and been covered in 38 countries by every major media outlet including CNN, FOX, TMZ, USA Today, CBS, Billboard, NPR, NYTimes, Forbes, Fast Company, and late night TV.Spending $0 on partnerships, Heinz was central to the Taylor and Travis conversation-turning Kranch from a failure into a phenomenon.

Cannes: GOLD - Social & Influencer, Consumer Goods | GOLD - Direct, Launch/Relaunch | SILVER - Brand Experience & Activation, Launch/Relaunch | BRONZE - Creative Business Transformation, Product | BRONZE - Creative Commerce, Consumer Goods | BRONZE - Direct, Consumer Goods | BRONZE - PR, Real-Time Response | BRONZE - PR, Launch/Relaunch | SHORTLIST - PR, Consumer Goods | SHORTLIST - Direct, Real-Time Response  | SHORTLIST - Social, Social Commerce | SHORTLIST - Creative Commerce, Social & influencer Commerce

→ GOLD - Experiential & Immersive, Physical Products
→ SILVER - Direct Marketing, Product Packaging
→ MERIT - Creative Effectiveness, Consumer
→ MERIT - Cultural Driver, Content at the Speed of Culture
→ MERIT - Social Media, Stunts & Activations
→ MERIT - Social Media,  Real-time Response
One Show | GOLD - Experiential & Immersive, Physical Products
One Show | SILVER - Direct Marketing, Product Packaging
One Show | MERIT - Creative Effectiveness, Consumer
One Show | MERIT - Cultural Driver, Content at the Speed of Culture
One Show | MERIT - Social Media, Stunts & Activations
One Show | MERIT - Social Media,  Real-time Response
D&AD | GRAPHITE PENCIL - Commerce, Cultural Experience
D&AD | WOOD PENCIL - Media, Use of Talent & Influencers
LIA Awards | GOLD - Best Use of Real Time Advertising, Integration
LIA Awards | GOLD - Best Use of Real Time Advertising, Influencers
LIA Awards | SILVER - Food and Beverage, Influencers
LIA Awards | SILVER - Food and Beverage, PR
LIA Awards | SILVER - Best Product Launch, PR
Clios Entertainment | GOLD - Branded Entertainment & Content, Brand Promotion
Clios | GOLD - Creative Effectiveness, National Product/Service

Clios | SILVER - PR, Real Time Response
Clios | SILVER - Social Media, Real Time Response
Clios Sports | BRONZE - Direct, Social Media
Clios Sports | BRONZE - Social Media, Athlete Influencer
EPICA | BRONZE - Topical & Real Time Advertising
EPICA | BRONZE - Public Relations 
ADCC | GOLD - Creative Effectiveness, Advertising
ADCC | GOLD - Digital, Social Media
ADCC | GOLD - Direct, Physical Items
ADCC | GOLD - Promo, Campaign
ADCC | SILVER - Integrated, Campaign
ADCC | SILVER - Print, Advertising Miscellaneous
ADCC | SILVER - PR, Campaign
Marketing Awards | GOLD - Advertising, Direct - Best in Collateral
Marketing Awards | GOLD - Advertising, PR - Integrated Campaign 
Marketing Awards | GOLD - Digital, Social Media
Marketing Awards | SILVER - Experiential/Special Events/Stunts
Communication Arts | Advertising - Integrated Campaign
Strategy Awards | GOLD - Social/Conversational, Strategy
Strategy Awards | SILVER - Turnaround, Strategy
Webbys | WINNER  - Advertising, Media & PR - Launch or Drop 
AToMic | GOLD - Social
AToMic | GOLD - Engagement
AToMic | GOLD - PR
Applied Arts | Advertising - Entire Advertising Campaign
Applied Arts | Advertising - PR/Influencer, Campaign
Applied Arts | Advertising - Social, Series
Applied Arts | Advertising - Advertising, Other
Applied Arts | Advertising - Ideation, Single

SIA | GOLD - PR
SIA | SILVER - Overcoming Challenge
SIA | BRONZE - ROI
CMA | BEST OF SHOW
CMA | GOLD - Business/Brand Impact
CMA | GOLD - Engagement
CMA | GOLD - Public Relations