HEINZ, TABASCO & FIRE by Y&R Tel Aviv for Heinz

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HEINZ, TABASCO & FIRE

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Industry Sauces
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yariv Twig
Copywriter Lior Shoham
Photographer Menachem Reiss Executive Client
Account Supervisor Revital Levy
Released August 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: HEINZ
Product/Service: HOT KETCHUP
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Aug 11 2010
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Director: Yariv Twig (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Karmel Abuzlef, Dror Nachumi (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Lior Shoham (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Revital Levy (Shalmor Avnon Amichay / Y&R Interactive)
Account Managers: Mor Elyashiv, Adi Netzer (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Zohar Reznik (Shalmor Avnon Amichay / Y&R Interactive)
Photographer: Menachem Reiss
Media placement: Vertical Billboard - Tel Aviv-Jabotinsky and Geha Junction, Ramat Gan (total 4) - 11 August 2010

Insights, Strategy & the Idea
HEINZ wanted to launch its new HOT & SPICY KETCHUP with Tabasco. The objective was to reach a wide audience in a short time and to illustrate the hotness of the ketchup.

Creative Execution
We built FIRE billboards. Inside the billboard we placed 12 gas balloons, 30 kg each, which created enough pressure to light a 4-5 meter flame. The top of the billboard showed an open Ketchup cap from which the fire came out to emphasize the hotness of the ketchup.

Results and Effectiveness
The billboards were the only media used to advertise the new HOT & SPICY KETCHUP. The HEINZ SPICY KETCHUP market share rose from 12% to 17% (increase of 41.6%)