Heinz - "Heinz Tomato Stand-Ins (Film)" by PHNX Awards 2024
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| Title | Heinz Tomato Stand-Ins (Film) |
| Agency | VML Singapore |
| Campaign | Tomato Stand-Ins |
| Advertiser | Kraft Heinz |
| Brand | Heinz |
| Date of First Broadcast/Publication | 2024 / 1 |
| Product | Heinz Tomato Ketchup |
| Business Sector | Mayonnaise, Ketchup, Mustards |
| Story | 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. Results: 5000% increase in web search during campaign week 5X more engagement rate than the benchmark 2X more interaction per post 98% positive sentiment |
| Media Type | Case Study |
| Length | |
| CCO Regional | Raymond Chin |
| CCO Singapore | Mateusz Mroszczak |
| CCO India | Mukund Olety |
| Creative Director | Ozkan Kusay |
| Creative Director | Mahesh Ambaliya |
| Creative Group Head | Jeremy Lim |
| Senior Art Director | Yuxuan Heng |
| Producer | Gaurav Mishra |
| Production Company | Dream Catchers |
| Account Manager | Sarah Marigomen |
| Account Manager | Bernice Lim |
| Client | Widita Sukma Wimala |