HEINZ ZERO

Heinz-claimer

Let's start with a disclaimer: no amount of sugar or salt was added to the creation of this campaign. Heinz is launching the new Heinz Zero and we know that this deliciousness needs to be communicated with a guilt-free warning.

The communication, which used the codes of warning television signals, aimed to expose the audience to "harsh" images of delicious, juicy recipes, always reassuring them in the same way: The ketchup in this recipe is Heinz ZERO. Legal-type crawls, warning cards, and creative bumpers - all came together to accomplish our mission.

The campaign was complete with an OOH campaign and its own Heinz Zero media kit, with collectible magnets that turned your fridge into a true Heinz-Claimer.