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Draw Ketchup, from the team at RETHINK in Toronto is brilliant. It’s no wonder it cleaned up at Cannes Lions this year.
Heinz was in danger of becoming seen as old and nostalgic, and faced competition from new category entrants.
When you are the category, Market Share is everything. In Q4 of 2020, Heinz held a market share of 72.6%. The brand was fighting an uphill battle against ketchup competitors, who were slowly stealing share from Heinz. By Q1 of 2021, Heinz’s household penetration started to drop. Simply put, people still loved ketchup, but were falling out of love with Heinz.
The breakthrough came when they realised that Heinz is the standard-bearing ketchup people compare other ketchups to. So, telling consumers something new wasn’t necessary, they needed to utilise their ubiquity to trigger the latent affinity and thus affirm the emotional connection to the brand.
They knew that for most people, Ketchup = Heinz. But saying that themselves would come off as bragging and pretty typical advertising BS. Instead, they did something no other brand could – they let the world say it for them.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.