Heinz and Rethink won Gold at The Drum Awards for Social Use of Video, leveraging Deadpool and Wolverine’s iconic colors to create a viral ad that hijacked Marvel’s marketing, sparking massive social media engagement and condiment sales during peak summer.
To increase condiment sales during the most cluttered time of year, Heinz needed to leverage its iconic status to break through and own the summer.
Noticing Deadpool and Wolverine’s iconic red and yellow suits looked just like Heinz Ketchup and Mustard, we turned this blockbuster into an unforgettable summer 'Heinz' ad that nobody could unsee.
We misdirected fans with a seemingly exclusive final trailer posted on Marvel's accounts, before revealing it was a Heinz ad – sending Marvel fans to YouTube to share their reactions. Then, we brought it to theaters and streaming platforms, and even hijacked “Deadpool & Wolverine” movie posters, turning the biggest summer movie into a Heinz ad.
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Rethink Toronto
Rethink is more of an idea than it is a business. Rethinking changes everything. It’s how we see the world. Which is why we’re constantly rethinking what’s...