Heinz goes back to the sauce
The popular tomato-based condiment brand launches a fun OOH campaign that meets the demand for a ketchup emoji with an original IRL version – a mini sauce bottle that has spawned digital counterparts.
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Credits
powered by
- Agency Le Pub/Sao Paulo
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Credits
powered by
- Agency Le Pub/Sao Paulo
- Graphics Byzsis
- Chief Creative Officer/CEO Bruno Bertelli
- Global Chief Creative Officer Cristiana Boccassini
- Chief Creative Officer Mihnea Gheorghiu
- Chief Creative Officer/Partner Felipe Cury
- CSO/Partner Aldo Pini
- Senior Producer Beatriz Takahashi
- Food Stylist Fabiana Badra
- Food Stylist Elen Neves
Credits
powered by
- Agency Le Pub/Sao Paulo
- Graphics Byzsis
- Chief Creative Officer/CEO Bruno Bertelli
- Global Chief Creative Officer Cristiana Boccassini
- Chief Creative Officer Mihnea Gheorghiu
- Chief Creative Officer/Partner Felipe Cury
- CSO/Partner Aldo Pini
- Senior Producer Beatriz Takahashi
- Food Stylist Fabiana Badra
- Food Stylist Elen Neves
Created for Heinz by LePub Sao Paulo, this smart bit of OOH responds to ketchup fans' repeated – as yet unanswered – requests for a bespoke emoji, with a collectible and limited-edition miniature of the iconic Heinz bottle.
Containing 10ml of actual ketchup, the bottles were displayed on mini billboards near the headquarters of the company in Los Angeles responsible for producing emojis – in an effort to nudge them into releasing a Heinz sauce emoji.
Developed using sustainable materials, the cute bottles were also dropped in burger shops and restaurants across Brazil – allowing fans to have fun creating their own internet icons using the bottles.
Fun fact: emojis were invented by a Japanese telecom giant NTT DoCoMo in the late 1990s and the word, often thought to derive from emoticon, comes from Japanese 'e' meaning 'picture' and 'moji' meaning 'character'.
