I played a pivotal role in launching Heinz’s “Draw It With Heinz” campaign – an innovative, cross-channel initiative designed to connect real-life experiences with digital engagement and drive brand affinity for Heinz ketchup’s new squeezable doy pack.

The Challenge

Heinz sought to reinforce its position as the go-to ketchup for any meal, while introducing a new, easy-to-use packaging format. The campaign needed to inspire consumers to interact with the brand both online and offline, making ketchup an essential part of their food rituals and highlighting the fun, creative possibilities of the new pack.

 

 

 

 

 

My Role & Approach

  • Digital-Physical Integration: I specialized in connecting offline campaign elements (billboards, in-store displays) with digital participation, ensuring a seamless user journey from real-world inspiration to online sharing.

  • Live Wall Management: Built and managed a WordPress-powered live wall, uploading, categorizing, and curating user submissions in real time. This created a dynamic showcase of community creativity and drove ongoing participation.

  • Social Media & Content Operations: Coordinated the rollout of campaign assets across social media and digital ads, encouraging users to draw with ketchup, share their creations, and use the campaign hashtag for a chance to be featured.

  • Community Engagement: Facilitated the prize process, inviting winners to collect their rewards in person at the agency, which further strengthened brand-consumer relationships.

  • Campaign Reporting: Monitored engagement and participation metrics, providing actionable insights for the client and agency team.

Results & Impact

  • High Participation: The campaign ran for nearly two weeks, generating a surge of creative user submissions and social shares, with the live wall becoming a focal point for brand engagement.

  • Brand Affinity: Successfully positioned Heinz ketchup as both a staple and a source of fun, creativity, and self-expression in everyday meals.

  • Cross-Channel Success: The campaign’s integration of billboards, digital, and social channels maximized reach and participation, while the new doy pack’s ease-of-use was effectively demonstrated through consumer-generated content.

  • Recognition: The campaign was celebrated internally for its innovative use of digital platforms to amplify real-world brand experiences and drive measurable engagement.