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Special Project

Special Project
From the 15th Annual Shorty Awards

Fries > Walls

Entered in Single Post or Activation


At the height of the January 6th hearings, it was revealed that the ex-President of the United States often struggled with his temper, especially around lunchtime. In one particularly tasty exchange with staffers, he became so enraged, that his plate (and the ketchup on it) ended up splattered on the White House walls. 

Suddenly, ketchup was trending for all the wrong reasons, and as the ketchup brand, we felt it was up to us to set the record straight about this improper ketchup usage by POTUS.

Strategy and Execution

When we learned of this improper use of our condiment by the ex-Potus, we jumped into action, and responded in two simple words.: 

“Fries > Walls.” 

In a tweet dripping in double meaning, we cleared the record once-and-for-all about where we stood on ketchup usage (among other things) and gave the Commander-in-Chief a lesson in etiquette we hope he won’t soon forget.


The tweet was shared by political pundits and ketchup lovers alike, as Heinz was able to own the moment around this unlikely news story, resulting in our best-performing tweet of the year, and one of the biggest in the brand’s history. 


Entrant Company / Organization Name

The Kitchen, The Kraft Heinz Company (Heinz)


Entry Credits