EXPERIENCE & ENGAGEMENT - Experience & Activation (Topical Experiences & Activations)

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Heinz Tomato Stand-Ins
Brand: Heinz
Client: Kraft Heinz
Entrant: VML

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Heinz Tomato Stand-Ins - Heinz - Kraft Heinz

Baby Blue Elephant

Entry Title: Heinz Tomato Stand-Ins
Brand: Heinz
Client: Kraft Heinz
Entrant Company: VML
Description: Background:
In early 2024, India experienced a severe tomato shortage resulting in a significant price increase, even surpassing the price of gasoline. Many shops had to stop selling tomatoes. Tomatoes being a staple ingredient in Indian cuisine, people needed an alternative.

Unlike in the West, Heinz Tomato Ketchup is not popular in India, suffering from a relevancy issue. However, due to its high-quality ingredients, Heinz Tomato Ketchup’s taste is the next closest to tomatoes.

Idea:
We created the ‘’Heinz Tomato Stand-Ins’’. A social cookbook that elevates Heinz from condiment to ingredient, while alleviating the shortage of tomatoes in India. We partnered with Masterchef 2023 Winner, Nayanjyoti Saikia, to tinker the perfect ketchup ratio to use in lieu of tomatoes, creating the perfect culinary backup to the tomato shortages in India.


Company Credits: VML
Company Credits: Dream Catchers
Individual Credits: CCO SEA: Raymond Chin
Individual Credits: CCO Singapore: Mateusz Mroszczak
Individual Credits: CCO India: Mukund Olety
Individual Credits: Creative Director: Ozkan Kusay
Individual Credits: Creative Director: Mahesh Ambaliya
Individual Credits: Creative Group Head: Jeremy Lim
Individual Credits: Senior Art Director: Yuxuan Heng
Individual Credits: Producer: Gaurav Mishra
Individual Credits: Account Manager: Sarah Marigomen
Individual Credits: Account Manager: Bernice Lim
Individual Credits: Client: Widita Sukma Wimala
Individual Credits: Creative: Arjun Raina
Individual Credits: Art Director: Rachel Khor
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