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Mumbai: Playing comes naturally to children. They can?t resist playing with their food either. The new campaign for Heinz Tomato Ketchup, created by Leo Burnett Mumbai finds its foot-hold in this simple human truth.
The campaign called ?Let?s Sketchup? has been created to find the simplest and most engaging way of communicating the easy-to-use top down format of Heinz Tomato Ketchup?s top-down bottle. Keeping in line with the fun and play element, the campaign is truly interactive and engaging in nature.
An innovative magazine campaign created with magic mazes was featured in popular family magazines. The maze enticed the readers to interact with the ads. All the reader had to do, was intuitively solve the maze and on overturning the page, they would discover a ketchup illustrated character on food. The interactive ads clearly showed the benefit of the easy to use Heinz?s Tomato Ketchup?s top-down bottle.
The campaign not only caught the attention of kids, but it also became an interactive fun product demonstration. The simple and engaging format helped the readers to understand the product benefit with ease.
Campaign details & references:
Detailed report on the campaign: http://www.behance.net/gallery/Heinz-Sketchup-Campaign/1378575
Video on youtube: http://www.youtube.com/watch?v=hT9uA_b4GMo
The new Heinz "Let‘s Sketchup" Magazine campaign is creating raves across award shows. Crafted as magazine innovation ads, posters and table-mats, the campaign idea has struck a chord with juries worldwide.
It has so far, won the following accolades:
Bronze at Clio 2011 for Print
Gold at The Food & Beverage Awards 2011 for Collateral & POS
Finalist at New York Festivals 2011 for Print
Finalist at Goafest 2011 for Ambient Media
Finalist at Goafest 2011 for Print
Agency credits:
National Creative Director: KV Sridhar
Creative Director: Amod Dani
Art Director: Nilesh Anjarlekar, Ganesh Nayak, Sadanand Narvekar
Copywriter: Amod Dani
Illustrators: Nilesh Anjarlekar, Ganesh Nayak
Photographer: Shivkumar Dhale
Vice President: Nitesh Thattesery
Brand Partner: Vivek Duggal
Brand Associate: Ravi Baliga
