Heinz | D&AD Brief

Challenge: To continue Heinz as the most chosen brand, while establishing it as the main event.

SMCI: As condiments, Heinz will never be center stage, but our favorite meals wouldn’t be the same without them.

Not The Stars

We recognize that even though Ketchup is never the main event, we’ve come to expect its presence at any dinner table. We want to play off this universal truth by positioning Heinz Ketchup as the indispensable sidekick.

Just like any great hero relies on their sidekick, we rely on Heinz to support us through meal time. Heinz will never be center stage, the stars wouldn’t shine without them.

Every great hero needs a sidekick.

They don’t get theme songs or make headlines. You’ll never see them propelling from buildings or saving the city. But where would Batman be without Robin? Sherlock without Watson?

Heroes need someone to take them to new heights, transforming them from citizen to super. So let’s give credit to the condiments, the sidekicks and the compliments. The ones who add that extra zest and flavor.

They will never be the stars. But the stars wouldn’t be the same without them.

The Team

Art Direction: Larry Zhong, Mercedes Gibson

Copy: Olivia Peek

Designer: Shiyuan Duan, Gabe Keim