Cultural Tension
Australia is ruled by two religions: footy and food.
Heinz Ketchup wasn’t part of either.
Brand Truth
To earn cultural relevance, Heinz had to earn a place in footy.
The Idea
“The Ketch-Cup.” A national search for the best halftime food, judged by AFL star/TikTok icon Christian Petracca.
And celebrated like a sporting trophy.
Why It Matters
10% sales lift.
93M reach.
Heinz Ketchup crowned a part of footy rituals.
Agency: TBWA Sydney
Client: Kraft Heinz
