Heinz Ketchup - "It has to be" - Heinz turns burgers, fries and hot dogs into it's logo. Print (2021)

Without ever mentioning Heinz, these billboards and outdoor posters evoke the name by shaping burgers, fries, and hot dogs into the well-known Heinz badge. The words "It has to be" accompany the images, and you as the viewer instantly think of Heinz. 

Rethink spokesperson explains: " We showed food that Heinz pairs best with in the shape of the Heinz keystone. With no additional branding, it’s a move few brands could pull off. The campaign launched in print, OOH, digital and will be going global in the near future."

• AD Agency: Rethink


• Chief Creative Officer: Aaron Starkman


• Executive Creative Director: Mike Dubrick


• Creative Director / Head of Art: Joel Holtby


• Art Director: Ryan Cookish


• Art Director: Rachel LeBlanc


• Art Director: John Ricciardella


• Writer: Mike Dubrick


• Writer: Ryan Cookish


• Writer: Rachel LeBlanc


• CGI Artist: Brad Pickard


• Chief Strategy Officer: Sean McDonald


• Strategist: Julian Morgan


• Producer: Kyle Hicks


• Producer: Narine Artinian


• Group Account Director: Amy Greenspoon


• Account Director: Kai de Bruyn Kops


• Account Manager: Katherine Ly


• Media: CARAT


• Community Management: SALT

• Title: "Made With Heinz"


• Product:


• Advertiser: Kraft Heinz Canada