Experience & Engagement
Experience & Activation
Topical Experiences & Activations
EXPERIENCE & ENGAGEMENT - Experience & Activation (Topical Experiences & Activations)
JPG
MP4
1m:59s
Heinz Tomato Stand-Ins
Brand: Heinz
Client: Kraft Heinz
Entrant: VML
Baby Blue Elephant
Entry Title: | Heinz Tomato Stand-Ins |
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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 |