Heinz — Ketchup & Seemingly Ranch

When a Taylor Swift fan account’s tweet about Taylor eating “ketchup and seemingly ranch” went viral, brands jumped on on it with their own ketchup and “seemingly ranch” memes. But Heinz had made ketchup and ranch for years (Kranch), and it hadn’t been selling well. So we saw an opportunity to turn Heinz worst seller into a best seller by making one small change to Kranch. Introducing Heinz Ketchup & Seemingly Ranch.

Within days, Heinz Ketchup & Seemingly Ranch had amassed 4.7B impressions (the most in brand history), earned $160M+ in earned media, and been covered in 38 countries by every major media outlet including CNN, FOX, TMZ, USA Today, CBS, Billboard, NPR, NYTimes, Forbes, Fast Company, and late night TV.

With Mustaali Raj, Thom Peters, and many more.