Heinz Promo, Case study SKETCH UP by Leo Burnett Mumbai

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Industry Sauces
Media Promo & PR, Case study
Market India
Agency Leo Burnett Mumbai
Creative Director Amod Dani
Photographer Shivkumar Dhale
Illustrator Nilesh Anjarlekar
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: HEINZ INDIA
Product/Service: HEINZ KETCHUP
Date of First Appearance: Dec 17 2010
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Amod Dani (Leo Burnett)
Art Directors: Sadanand Narvekar/Nilesh Anjarlekar/Ganesh Nayak (Leo Burnett)
Illustrator: Nilesh Anjarlekar (Leo Burnett)
Servicing: Nitesh Thattasery/Vivek Duggal/Ravi Baliga (Leo Burnett)
Photographer: Shivkumar Dhale (Freelancer)
Media placement: Table Mats - Restaurants - February 2011

Insights, Strategy & the Idea
HEINZ Ketchup’s top-down bottle comes with a special nozzle that helps pour out ketchup with such ease that anyone can use it. To depict this very feature of the bottle we created an innovative campaign. The campaign was crafted around the idea that the ‘Bottle is so easy to use its child’s play, literally’.

Creative Execution
To bring alive the product benefit we strategically placed fun to solve mazes a page before the actual HEINZ Ketchup Ad in widely-read regional & national magazines. After solving the maze with a pen/ pencil and on turning the page one would see that he has created beautiful graphic illustrations made from ketchup (Dinosaur, Butterfly, Home) on food. On solving the maze one would automatically draw the illustrated character on the subsequent page, namely the HEINZ ad.

Results and Effectiveness
The campaign was received a lot of enthusiasm from customers

So simply by solving the magical maze we managed to depict the ease of using HEINZ’s top-down bottle. Colour with HEINZ ketchup
HEINZ ketchup. So easy to use, it’s child's play.