Augusta ADDYs Winner: Best of Show, Gold, Silver International Design Award Winner: Multimedia / Social Media Campaign SCADDY Finalist: Art Direction and Social First Campaign We developed an absurdity-fueled, social-first campaign for Heinz's line of pepper-flavored ketchups. Our core strategy was to use humor and unexpected scenarios to showcase the product's versatility. By juxtaposing hilarious ways not to use the tasty ketchup with all the delicious ways it should be used, we drove engagement and made the product unforgettable. The comprehensive campaign included high-impact social media content, exclusive merchandise, a custom-designed microsite, and a highly shareable video ad.