Winner Status: Gold

Client/Brand: Kraft Heinz

Agency: TKH Publicis Shopper and Wieden + Kennedy

Headline:
Heinz exceeded its condiments sales goal by over 55% with over 6.2 million incremental bottles sold last summer.

Campaign Summary:
The Heinz Art of the Burger shopper program featured a 360-degree national activation with retailer customizations, utilizing tactics that excited shoppers and retailers. A captivating national contest, disruptive in-store elements, and the smart use of online and digital media worked together to drive growth across the brand’s condiments portfolio.

Team Credits:
Andrew Harrison, Head of Trade Marketing Strategy, Kraft Heinz

Simon Wong, Associate Brand Director, US Shopper Marketing, Kraft Heinz

Judy Anderson, Head of Integrated Marketing, Kraft Heinz

Ashley Tople, Marketing Director, Strategy & Development, Kraft Heinz

Maddy Gildersleeve, Associate Brand Manager, Kraft Heinz

Alexia Bounadere, Sr Associate Brand Manager, Kraft Heinz

Jacqueline Salamack, Sr Associate Brand Manager, Kraft Heinz

Alyssa Cicero, Sr Associate Brand Manager, Digital Marketing, Kraft Heinz

Colleen Devos, SVP, Account Director, TKH Publicis Shopper

Casey Lissau, VP, Creative Director, TKH Publicis Shopper


Additional Contributors:
P57/Starcom
Merkle Inc.
ICF Next