Damian Asling
Creative Director
THE HEINZ FOOTY KETCH-CUP
Cultural Tension
Australia runs on two religions: footy and food.
In the country of Tomato Sauce, Heinz Ketchup wasn't part of either.
Brand Truth
You can't buy your way into footy culture.
You have to earn it.
The Idea
The Ketch-Cup. A national search for Australia's best halftime food.
Judged by AFL star, home cook and TikTok icon Christian Petracca, and celebrated with all the ceremony of a sporting trophy.
A condiment. Competing like a contender.
Why It Matters
93 million reach. 10% sales lift.
Heinz Ketchup didn't just show up at footy.
It became part of the ritual.
Role: Creative Director / Writer
Agency: TBWA Sydney
Client: Kraft Heinz
Highly Commended — 2024 Mumbrella CommsCon Awards,
Best PR-led Brand Partnership Campaign
