The Drop

Role: Managing Director Creative

Kraft Heinz

The moment you find Heinz.

CHALLENGE:

Activate shoppers to make a switch by proving that Heinz is the best tasting mayonnaise on the shelf.

IDEA:

Hand on heart, we've all abandoned a product in the supermarket right? We find something better and just like that the other product goes back on a random shelf where it doesn't belong. That's the exact moment we dramatized - "The moment you find Heinz."

Watch the campaign film

Drop "other" mayo here.

The core insight of the campaign comes from behavior inside the supermarket - so that was a natural place to play with the idea. With a POS display that collects inferior mayonnaise before it's abandoned on a random shelf.

Results:

61%

increase in sales.

Awarded:

Credits: Client: Paula Marconi, Josephine Jung,  Concept: Daniel Azar, CCO: Till Diestel,  MD: Andy Wyeth, CD: Stefan Rehne, Sebastian Simon, AcD: Julia Lückerath, Kathy Werning, Strategy: Nadia Leytes.

THE WORK

AFTER WORK

HELLO