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THE 14TH ANNUAL SHORTY AWARDS

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Heinz - Packet Rollers

Entered in Integrated Campaign

Objective

In early 2020, we had ketchup packets on the brain...and we weren't the only ones. It was clear people needed more from their saucing experience. Despite Heinz packets being omnipresent in consumers’ lives with 8B+ packets in market, consumers regularly struggle to get all of the sauce from their packets. So we set out to revolutionize the world of sauce and created something we all needed. 

Strategy

We recognized the need to address this consumer pain point and created a unique gadget to eliminate the struggles of getting every last drop of your sauce safely onto your meal. Introducing the Heinz Packet Roller: a one of a kind, patent pending engineering marvel to help people get every last drop of sauce from their packets, across all Heinz condiments.

Results

The Heinz Packet Roller, in addition to solving a consumer pain point, got people talking, generating over 746 earned placements, resulting in over 1.12B impressions and a 99% positive sentiment. Notable placements include The Late Night Show with Colbert, as well as coverage in CNN, AdAge, Hypebeast, and more. Between microsite orders on HeinzPacketRoller.com and a live giveaway at the iconic Primanti Bros. restaurant, we sold out of our stock within a week. 

We launched with a 3D billboard placement as innovative as the Packet Roller itself, and made it available to the public for the very Heinz price of $5.70. We exploded online and sold out of our inventory within a week. Our packet roller earned over 1B impressions, even organically making it to The Late Show with Stephen Colbert!

Media

Video for Heinz - Packet Rollers

Entrant Company / Organization Name

Wieden+Kennedy New York, Kraft Heinz